Buchanan's Celebrates Duality, Cultural Contributions of Hispanics

Buchanan's Blended Scotch Whisky unveiled the newest iteration of its "We are the Spirit of the 200%" national advertising campaign that unites and honors 200%ers – those who identify as 100% Hispanic and 100% American – and the bolder, and more flavorful world they create.

With Hispanic Americans often feeling like they're ni de aquí, ni de allá (not from here, nor there) or that they have to pick one side of their identity, the campaign raises a glass to those who embrace being de aquí y de allá (from here, and there), celebrating their unique cultural duality.

The new creative is a dynamic mixed media fusion of :15 and :30 video spots and out-of-home takeovers that highlight the many ways 200%ers are putting a unique spin on their Hispanic heritage with their modern upbringing to create new traditions and reimagined ways of celebrating with others.

Beyond the advertising creative, Buchanan's will host a series of events and giveback initiatives happening this holiday season across local communities rooted in food and nightlife, demonstrating the unique magic that's conjured when 200%ers come together to share a meal with family and friends. These include a dinner series, a family meal giveback program, a holiday contest and a food and drink contest.