Dive Brief:

• Buchanan’s Blended Scotch Whisky, a Diageo brand, launched the next stage of its “We are the Spirit of the 200%” campaign to celebrate the so-called “200%ers” who identify as both 100% Hispanic and 100% American, according to a press release.
• The holiday campaign, which was developed by agency Crispin Porter Bogusky, includes 15- and 30-second video spots, along with out-of-home activations. A series of local events will support the campaign.
• A diverse group of Hispanic Americans are featured, including “Saturday Night Live” cast member Marcello Hernández, cultural collective Kids of Immigrants, music curator DJ VRYWVY and cultural archivists Djali Brown-Cepeda and Ricardo Castañeda of NuevaYorkinos.

Dive Insight: 

Buchanan’s is jumping into the holiday season with a new campaign meant to celebrate the Hispanic-American community that is creating new holiday traditions while honoring old ones. The 30-second hero film is inspired by the poem, “Can I be Puerto Rican?” by Elisabet Velásquez. The campaign highlights the diversity of the Hispanic-American community.

During the 30-second hero film, bottles of Buchanan’s are part of several celebrations as memories from the past are juxtaposed with the present. A variety of food, clothes and cultures are showcased during the spot. The campaign is meant to honor the 200%ers across the U.S., per Josh Dean, vice president of Buchanan's Whisky North America, in a press release.

"That's why we collaborated with our familia of 200% trailblazers to really showcase how diverse Hispanic Americans are and shining a light on these new traditions being created across communities,” Dean said. 

The term 200%ers has been adopted by media companies like NBCUniversal Telemundo to encapsulate the biculturalism with which many Hispanic-Americans identify. As this population continues to grow, Diageo has latched onto the term as a way to connect with these consumers. 

As part of the campaign, a series of events will take place across the country. These programs include a dinner series, providing meals to service workers, a holiday contest and food and drink content from Mexican-American bartenders Othón Nolasco and Damian Diaz. The duo will show consumers how to make locally-inspired cocktails.