Dive Brief:
- Buchanan’s Blended Scotch Whisky has partnered with Latin musician Rauw Alejandro on a campaign releasing ahead of the FIFA World Cup, according to a press release.
- Alejandro’s new song, “Dando Vueltas,” is intended to capture the spirit of fútbol and the contributions the Latino community has made to the game and culture. The music video features bottles of Buchanan’s whisky throughout.
- The song and music video are part of the Diageo brand’s larger music-centric push around the World Cup. The effort includes global creative featuring Alejandro, a limited-edition bottle collection and on-site activations. Additionally, the brand will provide the base of a signature serve cocktail for the tournament.
Dive Insight:
Buchanan’s is laying the groundwork for a large marketing push around the World Cup, which will take place in June and July across the U.S., Mexico and Canada. As an official supporter of the soccer event, the Diageo brand will have an extensive on-site presence and activate in markets across the Americas.
The music video for “Dando Vueltas” shows Alejandro kicking a soccer ball as fans and players eagerly watch. The ball is kicked into space, hitting a satellite and interrupting the TV broadcast. The ball shoots through different communities and locations, such as a construction site, a school, a yellow taxicab, the Golden Gate Bridge and more. The broadcast comes back and the musician is able to make the goal as everyone celebrates.
The music video is part of a larger global creative push that includes a limited-edition bottle collection designed in collaboration with Kids of Immigrants, a lifestyle brand that is meant to embody the spirit and experiences of first-generation children. Buchanan’s will also host watch parties and other fan events, along with serving as the base spirit for the Buchanita, a cocktail that will be available at stadium concessions, bars, fan zones and other locations.
The upcoming World Cup, the first to be held in the U.S. since 1999 and the first men’s tournament in the states in over two decades, has proven to be a powerful marketing opportunity. Brands including Powerade and Coca-Cola have already rolled out advertising initiatives around the event. Ahead of the tournament, beer brand Modelo made its largest investment in soccer to date.
Diageo’s net sales were down 2.8% in interim fiscal year 2026 results published in late February. While the company saw sales growth in three out of five regions, sales declined 6.8% in North America. The tournament may help provide a boost in the region.
