Buchanan’s Joyce He on How The Whiskey Brand Celebrates Latin Americans with a Soccer World Cup Campaign

Whiskey Advertising is going to play an important role in the upcoming Soccer World Cup. Buchanan’s has launched a series of advertisements honoring Hispanic soccer fans. Specifically, recognizing the “spirit of the 200%”, and proudly celebrating their 100% Latino and 100% American duality. Portada talked to Joyce He, Brand Director, Buchanan’s Whisky at Diageo.

A few months ago we talked to  Jennifer Yu, Ahead of the world’s biggest fútbol event, Buchanan’s has launched its newest national creative campaign that further champions this 200% Latin American pride – on and off the field.

 

To kick off the games, Buchanan’s has launched an online film created by Crispin Porter Bogusky (CPB) that features fútbol fans from México, Ecuador, Argentina and Brazil singing a Spanglish and Portuguese chant inspired by the most popular chant sung at U.S. soccer games.  The high-energy, 60-second televised version of the film debuted on November 4th on Fox Deportes, and mixes languages and cultures to celebrate the 200% spirit, showcasing the unique traditions, cuisine, faces, and comradery that come together during these games. Accompanying 15-second versions will also air across Telemundo and NBC Universo including during game coverage. Joyce He, Brand Director, Buchanan’s Whisky at Diageo, tells Portada that her company will also use CTV advertising in the above properties.

Latin Americans bring their 200% duality on and off the field.  Just like how we love being part of U.S. culture, our Latinidad will never go away.

“When it comes to fútbol, Latin Americans bring their 200% duality on and off the field.  Just like how we love being part of U.S. culture, our Latinidad will never go away,” says He.  “This 200% rallying cry is a celebration of our identity, being 100% Latino and 100% American, leading a fuller 200% life. “ Buchanan’s will continue inviting fútbol fans to proudly celebrate their duality alongside the action on the field through different touchpoints and programming available on www.buchananswhisky.com/futbol,

Partnership with Kids of Immigrants

Beyond the whiskey advertising program, Buchanan’s is collaborating with ongoing brand partner and LA-based community brand Kids of Immigrants for their second merchandising drop of the year, launching an exclusive fútbol-inspired capsule for the hardcore fans and the every four-year fans to show 200% pride on game day. Known for championing 100% Immigrants and 100% CommUNITY, the designers created a series of colorful, limited-edition jersey-inspired long sleeves, soccer shorts, and a scarf in four different colorways to represent Argentina, Mexico, Ecuador, and Brazil. The collection will be available for sale beginning November 15th on www.kidsofimmigrants.us, with 100% of proceeds being donated to Make The Road to further support the organization’s work in achieving social justice for immigrant and working-class communities in New York.

Whiskey Advertising: Using Instagram’s New Collab Feature

Whiskey Advertising
Joyce He, Brand Director, Buchanan’s Whisky at Diageo.

According to Buchanan’s He, the partnership with Kids of Immigrants is being promoted on Instagram with both an earned and paid program. Both Buchanan’s and Kids of Immigrants are communicating the initiative through their respective social media accounts. In addition, they are using the new Instagram Collabs feature, which allows Instagram users to co-author a Feed post or a Reel with another user.

For 2023, He anticipates more collaborations tied to causes, such as the current partnership with Kids of Immigrants, where 100% of proceeds from the sale of Kids of Immigrant merch will go to NGO, Make The Road to further support the organization’s work in achieving social justice for immigrant and working-class communities in New York, and will include earned, paid media, and experiential marketing initiatives.

The global whiskey market was valued at US $59,631.2 million in 2019, and is projected to reach US $86,389.5 million by 2027, registering a CAGR of 4.9% from 2020 to 2027, according to Allied Market Research.