The Vidal Partnership Stocks Up On Buchanan’s and Pinch.

Schieffelin & Somerset Co. (S&S Co.) has awarded its advertising account for Buchanan’s and Pinch Scotch Whisky to The Vidal Partnership (TVP).

“Schieffelin & Somerset Co. was impressed by TVP’s strategic thinking, Hispanic expertise and its integrated capabilities as it was searching for a strong agency partner to capitalize on the growth and potential of our brands in the US Hispanic market” said Lori J. Tieszen, VP Product Group Director, S&S Co.

TVP will produce an integrated campaign of multiple-media advertising, retail promotions and marketplace activities to increase consumer and media awareness for Buchanan’s and Pinch Scotch Whisky. S&S Co. officials said that this partnership with the agency represents the company’s continued commitment to diversity and underlines their growing efforts towards the Hispanic market.

“We are excited to work with two of the leading brands in the Scotch whisky category as they grow their share of the US Hispanic market. Buchanan’s, S&S Co.’s flagship brand for Hispanics, is familiar to Latino consumers as it’s a market leader in countries like Mexico and Colombia, and Pinch has a significant share among Cuban-American consumers” Said Roberto Ruiz, partner at TVP. “That’s an important demographic platform to develop and craft a nationwide branding strategy.”