our work.
BUCHANAN'S
buchanan's.
CASE STUDY
Unlocking Buchanan’s growth potential through a deeper understanding of US Bicultural Hispanic men, their values, and their culturally specific relationship with the category and brand.
BACKGROUND
Buchanan's was only a Latina America/US brand, with limited volume from other parts of the world. It was the fastest growing scotch brand in the U.S., with double digit growth for the prior 9.5 years. Hispanic consumers were the key engine for this growth. In the U.S., the brand's "A Lo Grande" platform had driven growth in awareness, trial, usage and affinity with the brand. That said, Buchanan's still had relatively low awareness vs. competitors like Don Julio and Chivas. In Latin America, recent performance had been weak and has slowed significantly. Over the last 4 years in this market, Buchanan's had deployed several "share yourself" campaigns — a lofty positioning meant to inspire consumers to share the best of themselves with their friends and family and live an unselfish life.
OBJECTIVES
To fuel growth for the future of Buchanan’s and build a singular brand across markets. Research was commissioned to gain a deeper understanding of Buchanan’s consumers and their relationship to the brand, as well as response to existing creative work/brand platforms.
Twelve 2-hour mini-groups, each comprised of 2-3 friendship pairs, followed by twelve 2-hour ethnographic dyads among 1 friendship pair selected from each mini-group.
METHODOLOGY
IMPACT
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