Buchanan's Scotch Whisky has introduced a new campaign called #ComoLoDigas, which celebrates the different ways Hispanic Americans pronounce the brand's name. The campaign highlights the spirit of "200%ers"—individuals who feel fully American and fully Hispanic. Whether you say "Boo-cha-nas," "Bucána'," or another variation, Buchanan’s is emphasizing that the pronunciation isn't what matters most; it's the shared cultural connection and the diverse experiences that unite the community.

Honoring the 200% Community During Hispanic Heritage Month

Launched during Hispanic Heritage Month, the #ComoLoDigas campaign recognizes the distinct regional dialects within the 200% community. Buchanan’s has long been a familiar presence at gatherings among Hispanic Americans, and this campaign aims to honor the various ways Hispanic people express their dual identities. According to Marketing Director Linda Lagos-Morales, "The unique ways that Hispanic Americans pronounce Buchanan’s reflect the diversity of 200%ers and often represent where they come from." The brand is committed to showcasing this linguistic diversity as a symbol of cultural pride.

Influencers and Artists Lead the Movement

The campaign features well-known personalities and talented artists, including Saturday Night Live's Marcello Hernández and Puerto Rican chef Manolo López. These cultural figures are working with Buchanan's to amplify the voices of the 200% community. Chef López's coffee shop, Café Colmado, served as the setting for a lively discussion about Spanglish, the unique ways of saying "Buchanan's," and what it means to live a 200% experience. In a short video, Marcello Hernández shared his own story, noting how his dad pronounces the brand differently from him. "This campaign is about everyone enjoying it, no matter how they say it," he said.

Showcasing Cultural Diversity Through Street Art

Buchanan's will bring the #ComoLoDigas campaign to life in five major cities: New York, Miami, Houston, Los Angeles, and Chicago. Local 200% artists, including D’Ana 'COVL' Nuñez, Magdiel Lopez, Erasto Reyes, and Tubs, will each create a mural that showcases various phonetic pronunciations of "Buchanan’s." These vibrant murals aim to reflect the cultural influence and diversity within Hispanic communities in each city.

Expanding the Conversation Online and Beyond

In addition to the street art, the campaign will be featured across digital platforms with 15- and 30-second video spots and social media initiatives. Buchanan's is encouraging people to join the conversation by sharing their own pronunciations of the brand's name using the hashtag #ComoLoDigas. The goal is to celebrate linguistic diversity and bring people together through shared cultural experiences.

How to Participate and Celebrate Hispanic Heritage Month

Buchanan's Scotch Whisky invites everyone aged 21 and older to join the #ComoLoDigas movement by following @Buchananswhisky on social media. To continue the celebration at home, Buchanan's suggests trying easy-to-make cocktails such as the Piña Fizz and Buchanan’s La Familia. The whisky is available for purchase online and at retail stores nationwide for a suggested retail price of $29.99.

The Legacy of Buchanan's in Hispanic American Culture

For years, Buchanan's has been a popular choice at Hispanic family celebrations and gatherings. The #ComoLoDigas campaign builds on this tradition by not only recognizing linguistic differences but also using them as a way to unite people across regions. The brand's approach reflects its deep understanding of the Hispanic American community's multifaceted nature.

Supporting Hispanic Artists and Local Communities

The #ComoLoDigas murals provide a platform for Hispanic artists to share their cultural experiences visually. Each mural captures the spirit of the city in which it's located, incorporating elements unique to the local Hispanic community. By collaborating with artists from various backgrounds, Buchanan's is not only celebrating language but also investing in cultural expression.

A Focus on Pride and Identity

The #ComoLoDigas campaign aligns with Buchanan's ongoing efforts to resonate with its diverse audience. Last year, the "We Are the Spirit of the 200%" campaign set the stage for this year's initiative by highlighting the pride Hispanic Americans have in their heritage. Now, the focus is on embracing linguistic diversity as an extension of cultural pride.

Encouraging Conversation and Community

At its core, the #ComoLoDigas campaign is about fostering dialogue within the Hispanic American community. Through partnerships with influential figures like Marcello Hernández and visual artists, Buchanan's aims to make everyone feel included, regardless of how they say the brand's name. The company hopes this initiative will inspire more conversations around the richness of Hispanic culture and language.

How Buchanan's Continues to Evolve

Buchanan's Scotch Whisky remains committed to evolving alongside its audience. The #ComoLoDigas campaign is just the latest example of how the brand embraces cultural and linguistic differences while finding ways to bring people together. By focusing on authentic representation, Buchanan's is setting a new standard for connecting with consumers.