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The new Buchanan’s push aims to empower a new generation of Latinos with the belief that their cultural pride is the key to greatness.
Luxury Scotch whisky brand, Buchanan’s, has launched a national marketing campaign in the United States. Titled Es Nuestro Momento, the 360-degree push aims to empower a new generation of Latinos with the belief that their cultural pride is key to unlocking true greatness.
Developed in collaboration with Anomaly, has just debuted and features a partnership with global Latin music icon, J Balvin, whom the marque believes embodies its values and deep appreciation for Hispanic heritage. The brand is the largest premium Scotch brand in Latin America.
For the past decade, it has experienced considerable growth in said market as the fastest growing portfolio in its category. Buchanan’s is leveraging the momentum by continuing its commitment to the Latino community, which has significantly contributed to its steady expansion.
The aforementioned marketing effort rolled out on Telemundo and CNN, with plans to further extend its footprint by way of outdoor, television, and digital advertising, alongside dedicated ‘responsible drinking’ social media creatives and a consumer contest slated for next year.
Balvin has composed a song titled Es Nuestro Momento, which goes live in early 2017. The beverage giant will invite fans of the legal drinking age to create and remix their own version of the song for a chance to meet the artiste. The contest is scheduled for release in February.
“At a time when cultural appreciation has never been more significant, we hope our new campaign inspires a new generation of whisky fans to take pride in their heritage and embrace this pride as a key to achieving greatness,” said Tara King, Brand Manager, Buchanan’s at Diageo.
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