Morningstar
PR Newswire

Buchanan's Scotch Whisky Teams Up with Saturday Night Live's Marcello Hernández to Celebrate How U.S. Latinos use Language to Create Community with the Launch of its #ComoLoDigas Campaign

Provided by PR Newswire
Buchanan's Scotch Whisky Teams Up with Saturday Night Live's Marcello Hernández to Celebrate How U.S. Latinos use Language to Create Community with the Launch of its #ComoLoDigas Campaign

Buchanan's Scotch Whisky Teams Up with Saturday Night Live's Marcello Hernández to Celebrate How U.S. Latinos use Language to Create Community with the Launch of its #ComoLoDigas Campaign

PR Newswire

NEW YORK, Oct. 3, 2024

Joined by Puerto Rican Chef Manolo López and a collective of 200% visual artists, together they're honoring and displaying the many ways 200%ers pronounce Buchanan's through vibrant art across five cities

NEW YORK, Oct. 3, 2024 /PRNewswire/ -- Buchanan's Scotch Whisky is proud to announce the launch of the #ComoLoDigas campaign, celebrating and displaying the many ways 200%ers (those 100% American and 100% Hispanic) pronounce Buchanan's. From Boo-cha-nas to Bucána', Buchanan's is showing how what matters most is making room for the differences that unite us in our 200% lived experience and our love for the brand, however you say it.

Experience the full interactive Multichannel News Release here: https://www2.multivu.com/buchanans_whisky/9290851-en-buchanans-scotch-whisky-marcello-hernandez-como-lo-digas

</div><p>In partnership with <b>SNL's </b><a href="https://c212.net/c/link/?t=0&amp;l=en&amp;o=4270500-1&amp;h=1978499575&amp;u=https%3A%2F%2Fwww.instagram.com%2Fmarcellohdz%2F%3Fhl%3Den&amp;a=Marcello+Hern%C3%A1ndez" target="_blank" rel="nofollow"><b>Marcello Hernández</b></a>, celebrated Puerto Rican chef <a href="https://c212.net/c/link/?t=0&amp;l=en&amp;o=4270500-1&amp;h=726655445&amp;u=https%3A%2F%2Fwww.instagram.com%2Fmanolo.jpeg%2F%3Fhl%3Den&amp;a=Manolo+L%C3%B3pez" target="_blank" rel="nofollow">Manolo López</a>, and a dynamic group of 200% visual artists this integrated marketing campaign is designed to champion Latinos' influence on the culture while showcasing that what differentiates them in language unites them in community.</p> <p><span class="xn-location">Buchanan's</span> has long been a beloved presence at gatherings among Hispanic Americans, embracing the spirit of "200%ers"—those who proudly navigate their dual identities. Recognizing that Hispanic audiences are not a monolith, <span class="xn-location">Buchanan's</span> aims to celebrate the nuances in our rich regional vocabulary and dialects within the 200% community, no matter what form it takes (or how it sounds). For this reason, <span class="xn-location">Buchanan's</span> is launching the #ComoLoDigas campaign during Hispanic Heritage Month to honor and celebrate these diverse linguistic experiences.</p> <p><i>"What we really wanted to do with this campaign is to further expand on last year's 'We Are the Spirit of the 200%' campaign to focus on celebrating the pride that our consumers have in their communities," </i>says Marketing Director of <span class="xn-location">Buchanan's</span> Scotch Whisky Linda Lagos-Morales. <i>"The unique ways that Hispanic Americans pronounce <span class="xn-location">Buchanan's</span> reflects the diversity of 200%ers and is often directly representative of where they come from. We are proud to know that our brand is so ingrained in the culture that no matter where you are or how you pronounce it, we all share the same 200% spirit."</i></p> <p>Kicking off in <span class="xn-location">New York City</span>, <span class="xn-location">Buchanan's</span> and Marcello brought the lively conversation to the streets of the <i>'Loisaida' </i>(AKA, the Lower East Side) with a surprise appearance at the grand opening of Café Colmado, a brick-and-mortar coffee shop created by Chef <span class="xn-person">Manolo López</span> - where they interviewed Latinos of all backgrounds to talk about <span class="xn-location">Buchanan's</span>, Spanglish and the vocabulary that represents their unique 200% experiences in a 60-second 'hero video'.</p> <p><i>"My dad calls it 'Booshanan', and I call it 'Bucachaná' or 'Buchacaná," </i>said SNL's Marcello Hernández. <i>"Throw a Scotch whisky in a Latino neighborhood and you're going to get some alternate pronunciations. This campaign is about how everyone can call it something different, but we all enjoy it. Hence #ComoLoDigas! Shoutout to all the 200%ers out there teaching their parents to say words like <span class="xn-location">Buchanan's</span>."</i></p> <p>In October, <span class="xn-location">Buchanan's</span> will unveil five striking murals in <span class="xn-location">New York</span>, <span class="xn-location">Miami</span>, <span class="xn-location">Houston</span>, <span class="xn-location">Los Angeles</span> and <span class="xn-location">Chicago</span>, designed by local 200% artists <a href="https://c212.net/c/link/?t=0&amp;l=en&amp;o=4270500-1&amp;h=510116889&amp;u=https%3A%2F%2Fwww.instagram.com%2Fitscovl%2F&amp;a=D%27ana+Nu%C3%B1ez" target="_blank" rel="nofollow">D'ana Nuñez</a>, <a href="https://c212.net/c/link/?t=0&amp;l=en&amp;o=4270500-1&amp;h=1955708798&amp;u=https%3A%2F%2Fwww.instagram.com%2Fmagdiellop%2F&amp;a=Magdiel+Lopez" target="_blank" rel="nofollow"><span class="xn-person">Magdiel Lopez</span></a>, <a href="https://c212.net/c/link/?t=0&amp;l=en&amp;o=4270500-1&amp;h=2393901155&amp;u=https%3A%2F%2Fwww.instagram.com%2Fe.rasto%2F&amp;a=Erasto+Reyes" target="_blank" rel="nofollow"><span class="xn-person">Erasto Reyes</span></a> and <a href="https://c212.net/c/link/?t=0&amp;l=en&amp;o=4270500-1&amp;h=456675522&amp;u=https%3A%2F%2Fwww.instagram.com%2FTubsz_illa%2F&amp;a=Tubs" target="_blank" rel="nofollow">Tubs</a>. Each of these vibrant murals showcase the unique phonetic pronunciations of <span class="xn-location">Buchanan's</span> that reflect our 200%ers impact and the cultural influence in each city.</p> <p>The campaign will continue rolling out throughout the month across digital platforms with :15 and :30 video spots and a social media call to action inviting brands and fans to join the conversation and share their unique pronunciations using #ComoLoDigas to celebrate how our differences can unite the Hispanic American community.</p> <p><span class="xn-location">Buchanan's</span> Whisky and Marcello Hernández invite everyone 21+ to join the #ComoLoDigas conversation by following <a href="https://c212.net/c/link/?t=0&amp;l=en&amp;o=4270500-1&amp;h=3665432504&amp;u=https%3A%2F%2Fwww.instagram.com%2Fbuchananswhisky%2F&amp;a=%40Buchananswhisky" target="_blank" rel="nofollow">@Buchananswhisky</a> and continue the Hispanic Heritage Month celebration at home with easy-to-make cocktails, like the <a href="https://c212.net/c/link/?t=0&amp;l=en&amp;o=4270500-1&amp;h=3646695260&amp;u=https%3A%2F%2Fc212.net%2Fc%2Flink%2F%3Ft%3D0%26l%3Den%26o%3D3770296-1%26h%3D1572632436%26u%3Dhttps%253A%252F%252Fwww.buchananswhisky.com%252Fen-us%252Fwhisky-cocktails%252Fbuchanans-pina-fizz%26a%3DPi%25C3%25B1a%2BFizz&amp;a=Pi%C3%B1a+Fizz" target="_blank" rel="nofollow"><b>Piña Fizz</b></a> and <a href="https://c212.net/c/link/?t=0&amp;l=en&amp;o=4270500-1&amp;h=1440690310&amp;u=https%3A%2F%2Fwww.buchananswhisky.com%2Fen-us%2Fwhisky-cocktails%2Fbuchanans-la-familia&amp;a=Buchanan%27s+La+Familia" target="_blank" rel="nofollow"><b><span class="xn-location">Buchanan's</span> La Familia</b></a>. <i><span class="xn-location">Buchanan's</span> Whisky is available for purchase online and in retail stores nationwide wherever fine spirits are sold, at a retail price of $29.99.</i></p> <p><b><u>About <span class="xn-location">BUCHANAN'S</span> Blended Scotch Whisky</u></b><br/><span class="xn-location">BUCHANAN'S</span> Blended Scotch Whisky's true purpose is to unite all who bring their 100% Hispanic and 100% American identities together to live a 200% life. It was created to be shared with one another and enjoyed by all, because our founder, James Buchanan believed in the power of sharing. The <span class="xn-location">BUCHANAN'S</span> Blended Scotch Whisky brand has more than 130 years of authentic heritage, and every bottle represents James Buchanan's commitment to creating the finest blended Scotch Whiskies. The <span class="xn-location">BUCHANAN'S</span> Blended Scotch Whisky Portfolio features four gold award-winning marques, including: <span class="xn-location">BUCHANAN'S</span> DeLuxe Blended Scotch Whisky, <span class="xn-location">BUCHANAN'S</span> Pineapple, <span class="xn-location">BUCHANAN'S</span> MASTER Blended Scotch Whisky, <span class="xn-location">BUCHANAN'S</span> Special Reserve Blended Scotch Whisky and <span class="xn-location">BUCHANAN'S</span> RED SEAL Blended Scotch Whisky. All of these marques have been recognized in the most prestigious international spirits competitions. For more information, visit <a href="https://c212.net/c/link/?t=0&amp;l=en&amp;o=4270500-1&amp;h=1589827264&amp;u=https%3A%2F%2Fc212.net%2Fc%2Flink%2F%3Ft%3D0%26l%3Den%26o%3D4013299-1%26h%3D3724788000%26u%3Dhttps%253A%252F%252Fc212.net%252Fc%252Flink%252F%253Ft%253D0%2526l%253Den%2526o%253D3316100-1%2526h%253D2812787716%2526u%253Dhttps%25253A%25252F%25252Fc212.net%25252Fc%25252Flink%25252F%25253Ft%25253D0%252526l%25253Den%252526o%25253D2958916-1%252526h%25253D1642082139%252526u%25253Dhttps%2525253A%2525252F%2525252Fc212.net%2525252Fc%2525252Flink%2525252F%2525253Ft%2525253D0%25252526l%2525253Den%25252526o%2525253D2380788-1%25252526h%2525253D647563503%25252526u%2525253Dhttp%252525253A%252525252F%252525252Fwww.buchananswhisky.com%252525252F%25252526a%2525253Dwww.BuchanansWhisky.com%252526a%25253Dwww.BuchanansWhisky.com%2526a%253Dwww.BuchanansWhisky.com%26a%3Dwww.BuchanansWhisky.com&amp;a=www.BuchanansWhisky.com" target="_blank" rel="nofollow">www.BuchanansWhisky.com</a> or connect with us on <a href="https://c212.net/c/link/?t=0&amp;l=en&amp;o=4270500-1&amp;h=1904737783&amp;u=http%3A%2F%2Fwww.facebook.com%2FBuchanansUS&amp;a=Facebook" target="_blank" rel="nofollow">Facebook</a> and <a href="https://c212.net/c/link/?t=0&amp;l=en&amp;o=4270500-1&amp;h=2549050737&amp;u=https%3A%2F%2Fc212.net%2Fc%2Flink%2F%3Ft%3D0%26l%3Den%26o%3D4013299-1%26h%3D1381496854%26u%3Dhttps%253A%252F%252Fc212.net%252Fc%252Flink%252F%253Ft%253D0%2526l%253Den%2526o%253D3316100-1%2526h%253D1510999595%2526u%253Dhttps%25253A%25252F%25252Fc212.net%25252Fc%25252Flink%25252F%25253Ft%25253D0%252526l%25253Den%252526o%25253D2958916-1%252526h%25253D3308053370%252526u%25253Dhttps%2525253A%2525252F%2525252Fc212.net%2525252Fc%2525252Flink%2525252F%2525253Ft%2525253D0%25252526l%2525253Den%25252526o%2525253D2380788-1%25252526h%2525253D4237073926%25252526u%2525253Dhttp%252525253A%252525252F%252525252Fwww.instagram.com%252525252FBuchanansWhisky%25252526a%2525253Dwww.instagram.com%252525252FBuchanansWhisky%252526a%25253Dwww.instagram.com%2525252FBuchanansWhisky%2526a%253Dwww.instagram.com%25252FBuchanansWhisky%26a%3Dwww.instagram.com%252FBuchanansWhisky&amp;a=Instagram" target="_blank" rel="nofollow">Instagram</a>.</p> <p><b><u>About DIAGEO North America</u></b><br/>DIAGEO is a global leader in beverage alcohol with an outstanding collection of brands including Johnnie Walker, Crown Royal, Bulleit and <span class="xn-location">Buchanan's</span> whiskies, Smirnoff, Cîroc and Ketel One vodkas, Casamigos, DeLeon and Don Julio tequilas, Captain Morgan, Baileys, Tanqueray and Guinness. DIAGEO is listed on both the New York Stock Exchange (NYSE: DEO) and the London Stock Exchange (LSE: DGE) and their products are sold in more than 180 countries around the world. For more information about DIAGEO, its people, brands and performance, visit <a href="https://c212.net/c/link/?t=0&amp;l=en&amp;o=4270500-1&amp;h=3346363305&amp;u=https%3A%2F%2Fc212.net%2Fc%2Flink%2F%3Ft%3D0%26l%3Den%26o%3D4013299-1%26h%3D2814873352%26u%3Dhttps%253A%252F%252Fc212.net%252Fc%252Flink%252F%253Ft%253D0%2526l%253Den%2526o%253D3316100-1%2526h%253D3057026590%2526u%253Dhttps%25253A%25252F%25252Fwww.diageo.com%25252F%2526a%253Dwww.diageo.com%26a%3Dwww.diageo.com&amp;a=www.Diageo.com" target="_blank" rel="nofollow">www.Diageo.com</a>. Visit DIAGEO'S global responsible drinking resource, <a href="https://c212.net/c/link/?t=0&amp;l=en&amp;o=4270500-1&amp;h=3357649123&amp;u=https%3A%2F%2Fc212.net%2Fc%2Flink%2F%3Ft%3D0%26l%3Den%26o%3D4013299-1%26h%3D4205315702%26u%3Dhttps%253A%252F%252Fc212.net%252Fc%252Flink%252F%253Ft%253D0%2526l%253Den%2526o%253D3316100-1%2526h%253D3560225688%2526u%253Dhttps%25253A%25252F%25252Fwww.drinkiq.com%25252Fen-us%25252F%2526a%253Dwww.DRINKiQ.com%26a%3Dwww.DRINKiQ.com&amp;a=www.DRINKiQ.com" target="_blank" rel="nofollow">www.DRINKiQ.com</a>, for information, initiatives and ways to share best practices. Follow along on Instagram for news and information about DIAGEO North America: @Diageo_NA.</p> <p>Media Contact: <a href="mailto:Buchanans@HunterPR.com" target="_blank" rel="nofollow">Buchanans@HunterPR.com</a></p> <div id="prni_dvprnejpg6138left" dir="ltr" style="width: 100%; text-align: left;"><img id="prnejpg6138left" style="width: 400px;" title="SNL’s Marcello Hernández and Puerto Rican Chef Manolo López celebrate the new Buchanan’s Whisky #ComoLoDigas campaign at Café Colmado’s grand opening, just in time for Hispanic Heritage Month." src="https://www2.multivu.com/buchanans_whisky/image/9290851-image1.jpg" alt="SNL’s Marcello Hernández and Puerto Rican Chef Manolo López celebrate the new Buchanan’s Whisky #ComoLoDigas campaign at Café Colmado’s grand opening, just in time for Hispanic Heritage Month." align="middle"/></div><p> </p> <div id="prni_dvprnejpgeb0bleft" dir="ltr" style="width: 100%; text-align: left;"><img id="prnejpgeb0bleft" style="width: 400px;" title="Buchanan’s Whisky #ComoLoDigas OOH creative, designed by Puerto Rican and Miami-based artist D’Ana ‘COVL’ Nuñez." src="https://www2.multivu.com/buchanans_whisky/image/9290851-COVL_BUCHANAH_OOH-Fernanda-Altamirano.png" alt="Buchanan’s Whisky #ComoLoDigas OOH creative, designed by Puerto Rican and Miami-based artist D’Ana ‘COVL’ Nuñez." align="middle"/></div><p> </p> <div id="prni_dvprnejpgfa76left" dir="ltr" style="width: 100%; text-align: left;"><img id="prnejpgfa76left" style="width: 400px;" title="Buchanan’s Whisky #ComoLoDigas OOH creative, designed by Cuban and Miami-based artist Magdiel Lopez." src="https://www2.multivu.com/buchanans_whisky/image/9290851-image-3.jpg" alt="Buchanan’s Whisky #ComoLoDigas OOH creative, designed by Cuban and Miami-based artist Magdiel Lopez." align="middle"/></div><p> </p> <div id="prni_dvprnejpg841bleft" dir="ltr" style="width: 100%; text-align: left;"><img id="prnejpg841bleft" style="width: 400px;" title="Buchanan’s Whisky #ComoLoDigas OOH creative, designed by Mexican-American and Chicago-based artist Tubs." src="https://www2.multivu.com/buchanans_whisky/image/9290851-image-4.jpg" alt="Buchanan’s Whisky #ComoLoDigas OOH creative, designed by Mexican-American and Chicago-based artist Tubs." align="middle"/></div><p> </p> <p id="PURL"><img title="Cision" width="12" height="12" alt="Cision" src="https://c212.net/c/img/favicon.png?sn=AQ23066&amp;sd=2024-10-03"/> View original content:<a id="PRNURL" rel="nofollow" href="https://www.prnewswire.com/news-releases/buchanans-scotch-whisky-teams-up-with-saturday-night-lives-marcello-hernandez-to-celebrate-how-us-latinos-use-language-to-create-community-with-the-launch-of-its-comolodigas-campaign-302267184.html" target="_blank">https://www.prnewswire.com/news-releases/buchanans-scotch-whisky-teams-up-with-saturday-night-lives-marcello-hernandez-to-celebrate-how-us-latinos-use-language-to-create-community-with-the-launch-of-its-comolodigas-campaign-302267184.html</a></p> <p>SOURCE <span class="xn-location">Buchanan's</span> Scotch Whisky</p> </div> </body> </html> <!-- end embedded XHTML document -->

Market Updates

More Market Updates

Stock Picks

More Stock Picks

Sponsor Center