During our Mixtape campaign, we uncovered a consumer behavior regarding how our Hispanic American audience pronounces our brand's name – heavily influenced by their diverse cultural backgrounds. Marcello Hernández was the first to share his unique pronunciation with us, “Bucachaná,” which he brought to us from his roots in the Dominican Republic.

So we kept asking around. We learned that Mexican-Americans tend to pronounce it as Bucanas, while Puerto Ricans often say Bucánan, among many other variations across the communities. So Buchanan’s, rather than simply correcting these local pronunciations (like some other brands do), we decided to embrace this cultural richness by collaborating with local artists to create special edition bottles, ads, OOH, and web experiences using their unique pronunciations. This not only celebrated the diversity of our audience, but also enhancesd the relationship between Buchanan’s and our consumers.