More than 70% of Diageo’s Buchanan’s whisky consumers are Hispanic. “Buchanan’s is such a special brand because it has grown with the Latin consumer due to its popularity in Latin America, where its biggest markets are Mexico and Colombia,” Lagos tells Portada. A significant challenge brands face in engaging the Hispanic audience is that it is a very heterogeneous demographic. First-generation Hispanics, who tend to be Spanish-language dominant, are very diverse from the country of origin perspective, which can be of any of the 33 Latin American countries. In addition, there are different degrees of assimilation into the U.S., which include language, passion points, geography, etc.
Hispanic Marketing: How Consumers Pronounce the Brand
“Buchanan’s researched different ways the consumer pronounces the brand to obtain deep cultural insights. This is how #ComoloDigas was born,” Lagos Morales notes. The new campaign continues Buchanan’s efforts in championing the influence of 200 %ers – those 100% Hispanic and 100% American – on the culture by celebrating how they pronounce Buchanans and using differences in their shared language to establish identity and create community.” That is why Buchanan’s Scotch Whisky launched its new #ComoLoDigas (however you say it) campaign in partnership with SNL’s Marcello Hernández, Puerto Rican chef Manolo López and a cohort of artists from across the country. Ultimately, the campaign showcases that fans’ love for the brand is the same. However, you say it.
“What I love about this job is that because the Hispanic community is not a monolith, we must be mindful and hyper-local in our efforts and understand how the community differs in Miami, Los Angeles, and Houston” ” for example. #Comolodigas is a perfect example of Hispanics pronouncing the brand differently, and it may vary where your family is growing up. Those differences make the community so reachable, bringing the community together.” says Lagos.
“What I love about this job is that because the Hispanic community is not a monolith, we have to be very mindful and hyper-local in our efforts and understand how the community is different in Miami, Los Angeles, and Houston.”
To Lagos, it’s all about “Understanding the consumer deeply and partnering with creators who have a big impact on the culture. Marketing focuses on Hispanics, communicating authentically to the Hispanic consumer.”
Another example of Buchanan’s tapping into deep consumer insights is Buchanan’s Pineapple Flavor.”That innovation came from staying close to the consumer and discovering that pineapple was the fruit they were mixing most,” Lagos explains.
Media Used for the #ComoLoDigas Campaign
The #ComoLoDigas campaign launched on October 3 with earned and paid tactics, including:
- 60-second video content starring SNL’s Marcello Hernandez, shared on our owned and partner brand channels.
- OOH Murals & Bus Wraps are being unveiled in NYC, Miami, Los Angeles, Chicago and Houston and will be live until November 3.
- Custom audio spots ran on local radio stations in NYC, Miami, Los Angeles, Chicago, and Houston from 9/16 to 10/28.
- The artwork was created by four 200% artists from across the U.S., featuring each artist’s unique pronunciation of ‘Buchanan’s’ to represent their home city:
D’ana Nuñez, @itscovl: Puerto Rican multidisciplinary artist and storyteller whose creations embody the captivating energy of the grassroots hustle and delicate artistry.
Magdiel Lopez, @magdiellop: Cuban multidisciplinary artist and designer based in Miami, FL.
Tubs, @tubsz_illa: Mexican American artist from the southside of Chicago, known as one of the most prolific Calligraphy writers in the U.S.
Erasto R, @e.rasto: Mexican-American artist from Los Angeles . - The campaign is ongoing. Buchanan’s is exploring extensions like amplifications through Podcast integration, social media posts, and digital banner ads. SEO and E-comm opportunities are also being looked into.
Buchanan’s Agency Roster
| Media Buying and Planning | PHD |
| Public Relations and Social | HUNTER |
| Talent Marketing | starpower |
| Creative | Gale |
Hispanic Marketing: Soccer Initiatives
Buchanan’s advertised its whisky during the 2022 World Cup. Lagos says it was a “fun campaign” that her predecessor Joyce He and her team worked on. Buchanan’s most recent soccer effort was in September, when “inspired by passionate 200% fans of Austin, TX, Buchanan’s Whisky, the official Scotch Whisky of Austin FC, launched the ‘Give it 200%’ campaign with a short film embracing the loud and proud spirit of the city’s soccer fans as they give their 200% to their team and their culture. The spot features local artist Marcos Morales as he engages with his community to create a Tifo celebrating how Austin FC 200%ers have found family through the soccer community and celebrates the fans’ creative approach to supporting their team and embracing their unique Hispanic American culture. According to Lagos, with this film, Buchanan’s Whisky aims to offer Hispanic American soccer fans a spirit that matches their own – “One that celebrates duality in culture, shows up with passion and always gives it 200%.”
In addition, the brand implemented a citywide soccer takeover and created a custom banner, Buchanan’s x Austin FC custom Banner, which was flown over the city and hung on various iconic Austin landmarks.
“We aim to provide the Hispanic American soccer fan a spirit that matches their own; one that celebrates duality in culture, shows up with passion and always gives it 200%.”
*Linda Lagos joined Diageo in 2023 and is the Director of Marketing for Buchanan’s Scotch Whisky. She is a proud bilingual 200 %er from San Pedro Sula, Honduras, now based in New York. She is responsible for continuing to drive the fastest-growing scotch in the category, bringing her expertise to connect with Hispanic communities around North America authentically. Linda is passionate about finding the intersection of brands and culture and driving distinction via consumer-centric marketing strategies grounded in purpose.
