First of all, what the hell is Buchanan’s? It’s the #2 top-selling scotch in the U.S. and the #1 in Latin America. So, we’re mainly competing with Johnnie Walker and we are currently kicking their ass.

Buchanan’s Zip Codes

We discovered that our Multicultural audience has many ways of pronouncing our brand’s name: Bucanas, Buchana’, Bucanan’, Bucachaná and many more.

That’s why, instead of correcting them, we partnered with local artists and turned the top pronunciations into special edition bottles, TV ads, OOH, e-commerce platforms, banners, search, delivery apps, and more, crafting a purchase experience tailored for every single pronunciation.

Now THAT’S how you celebrate culture…

Case Study ↴

My Role: Creative Director
ACD Copywriter: Carlos Cervantes
ACD Art Director: Mila Bengoa
Sr. Art Director: David Frayermuth
CCO: Josh Braithwaite

Local Artists:
D’ANA NUÑEZ (NYC)
MAGDIEL LOPEZ (Miami)
ERASTO (Houston + LA)
TUBSZ (Chicago + LA)