Make Buchanan’s relevant
for at-home occasions
Buchanan's
The challenge
Make Buchanan’s relevant for at-home occasions.
Buchanan’s is Diageo’s second largest whisky brand, after Johnnie Walker. It is hugely popular across Latin America and with Hispanic consumers across the US. But as a premium brand with a strong on-trade heritage, it was underperforming in casual, at-home occasions and ecommerce.
Strategy
Create mid-funnel content for shoppers planning occasions.
We identified that while Buchanan’s is good at building brand associations to aspirational at-home occasions, it was not providing solutions for shoppers planning real gatherings of friends and family.
We needed new content designed for planning and consideration channels such as Pinterest, retailer ecommerce and recipe sites.
What real people think
“Great get-togethers at home are made when everyone joins in. It doesn't matter if you are the host or a guest; preparing the party and enjoying the party become one inseparable thing.”
The idea
Make it great
What we made
A content series of cocktail recipes, food pairing ideas and inspiration for at-home occasions.
Playbook
Advertising
Social
Photography
Value unlocked
The Global playbook was deployed across all key markets - notably for North & South America.
A significant number of assets were developed to enable lower adaptation to specific local occasions via a range of lifestyle & product shots that could serve those all important key moments within markets. And importantly, allow them to enhance comms across the key digital, social and e-commerce consumer touch points.
