Buchanan’s Scotch Whisky proudly announces the launch of its #ComoLoDigas campaign, celebrating the many ways "200%ers" (those who identify as 100% American and 100% Hispanic) pronounce the brand's name. From “Boo-cha-nas” to “Bucána’,” Buchanan’s honors the differences in language that unite the community, embracing the spirit of the 200% lived experience and love for the brand, however it may be said.

Highlighting Latino Influence and Unity

In partnership with SNL’s Marcello Hernández, Puerto Rican chef Manolo López, and a talented group of 200% visual artists, this integrated marketing campaign is designed to champion Latino influence on culture. It showcases how the unique differences in language strengthen the sense of community. The campaign’s creative direction includes contributions from various artists like Puerto Rican and Miami-based D’Ana ‘COVL’ Nuñez, Cuban and Miami-based Magdiel Lopez, and Mexican-American Chicago-based artist Tubs.

Buchanan’s has long been a beloved presence at Hispanic gatherings, embracing the spirit of 200%ers navigating dual identities. Recognizing that Hispanic audiences are not a monolith, Buchanan’s aims to celebrate the nuances within regional vocabularies and dialects, no matter how varied they might be. The launch of #ComoLoDigas during Hispanic Heritage Month aims to honor these diverse linguistic experiences.

Expanding the 200% Spirit

“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, focusing on the pride our consumers have in their communities,” says Linda Lagos-Morales, Marketing Director of Buchanan’s Scotch Whisky. “The unique ways that Hispanic Americans pronounce Buchanan’s reflect the diversity of 200%ers and often represent where they come from. We are proud to know that our brand is so ingrained in the culture that no matter how you pronounce it, we all share the same 200% spirit.”

Kicking Off in New York City

The campaign began in New York City, where Buchanan’s and Marcello Hernández brought lively conversation to the streets of ‘Loisaida’ (Lower East Side). During a surprise appearance at the grand opening of Café Colmado, a brick-and-mortar coffee shop created by Chef Manolo López, they interviewed Latinos from all backgrounds about their unique 200% experiences, Spanglish, and how they pronounce "Buchanan’s." This interaction was captured in a 60-second ‘hero video.’

“My dad calls it ‘Booshanan,’ and I call it ‘Bucachaná’ or ‘Buchacaná,’” says SNL’s Marcello Hernández. “Throw a Scotch whisky into 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 Buchanan’s.”

Vibrant Murals Celebrating the 200% Spirit

In October, Buchanan’s will unveil five stunning murals in cities like New York, Miami, Houston, Los Angeles, and Chicago. Created by local 200% artists D’ana Nuñez, Magdiel Lopez, Erasto Reyes, and Tubs, these murals will showcase the unique phonetic pronunciations of Buchanan’s, reflecting the cultural influence of 200%ers in each city.

Join the #ComoLoDigas Conversation

The campaign will continue rolling out across digital platforms with 15- and 30-second video spots and a social media call-to-action inviting fans to share their unique pronunciations using #ComoLoDigas. This initiative encourages celebrating how differences in language can unite the Hispanic American community.

Buchanan’s Whisky and Marcello Hernández invite everyone 21+ to join the #ComoLoDigas conversation by following @Buchananswhisky and celebrating Hispanic Heritage Month at home with easy-to-make cocktails like the Piña Fizz and Buchanan’s La Familia. Buchanan's Whisky is available for purchase online and in retail stores nationwide, at a retail price of $29.99.