During our Mixtape campaign, we discovered that our Hispanic American audience pronounces Buchanan’s differently based on their cultural backgrounds. Marcello Hernández from the Dominican Republic said “Bucachaná,” Mexicans say “Bucanas,” and Puerto Ricans say “Bucánan.”

Instead of correcting these like other brands do, we embraced the diversity by partnering with local artists to create special edition bottles, ads, and experiences using these pronunciations, celebrating our audience and strengthening Buchanan’s bond with our consumers.

Awards:
Cannes Lions Shortlist
One Show Merit Award