Buchanan's 200% FC

200% FC

How do you connect with Latinos and steal beer’s thunder during the biggest beer drinking event, the World Cup?

Buchanan's is a whisky born in Scotland, but loved throughout Latin America for over a century. We helped the brand celebrate its dual identity by connecting with those who are both 100% Latino and 100% American.

We created 200% FC, the first football fan club that encouraged US-born Latinos to root for two teams at once. Because while fútbol asks you to pick a side, wear one jersey, and claim one identity, for many Latinos, division is not an option.

We kicked it all off by bringing together fans from México, Ecuador, Argentina and Brazil to remix the popular USA soccer chant “I Believe That We Will Win” in Spanglish and Portuguese.

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200% FC

How do you connect with Hispanic Americans and steal beer’s thunder during the biggest beer drinking event, the World Cup?

Buchanan's is a whisky born in Scotland, but loved throughout Latin America for over a century. We helped the brand celebrate its dual identity by connecting with those who are both 100% Latino and 100% American.

We created 200% FC, the first football fan club that encouraged US-born Latinos to root for two teams at once. Because while fútbol asks you to pick a side, wear one jersey, and claim one identity, for many Latinos, division is not an option.

We kicked it all off by bringing together fans from México, Ecuador, Argentina and Brazil to remix the popular USA soccer chant “I Believe That We Will Win” in Spanglish and Portuguese.