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On the surface, Chispa, the Match Group-owned dating platform targeting U.S. Latines, and Diageo Scotch whisky brand Buchanan’s appear to come from two different worlds.
However, for their new campaigns, both brands are speaking the same language—Spanglish—and to the same audience: bicultural U.S. Latines known as “the 200%,” who identify as 100% Hispanic and 100% American.
The language of amor
In Chispa’s first-ever brand campaign, titled “Fluent in Amor,” various Latinx singles and couples experience “butterflies” while getting ready for a first date, searching the app for a match, learning to dance together and being introduced to a partner’s parents.
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