BUCHANAN'S PINEAPPLE: IT'S PIÑA

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Buchanan’s Whisky created an innovative flavor inspired by the way Hispanic Americans mix their Buchanan’s—with pineapple. To launch it, we wanted to create something that had personality, flavor, levity, and most of all, delicious fun. 

The insight we uncovered is that Spanish speakers love creating new words—whether in Spanglish, or playing around with the unique letters of the Spanish alphabet. So we launched Buchanan’s Pineapple by celebrating the unique pronunciation of the word piña, with ñ.

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Results: The campaign helped make Buchanan's Pineapple the most successful product launch in the history of Diageo North America. Buchanan's net sales grew by 10%, and the new product helped Diageo hold or grow market share in over 75% of its measured markets. The product was voted the 2024 "Product of the Year" in the Spirits category.