To champion an unstoppable Latino culture to the forefront of their brand, Buchanan’s tasked NVE with delivering an initiative that activated in over 30 stops on the J Balvin tour, hundreds of press and meet-and-greets, on-premise events, and three major cultural tentpoles across the country. We helped Buchanan’s and J Balvin bring good “Vibras” to ComplexCon with an experience that intersected Japanese street art, music and fashion. Blended scotch whiskey tastings, vintage arcade games, and J Balvin’s limited-edition tour merch brought fans into the energy of Buchanan’s and ComplexCon.
To deliver the “Es Nuestro Momento” mantra in local markets and drive product awareness, we created on-premise toolkits equipped with themed items tailored to specific venues. The kits included a range of promotional material and product-purchase allocation for bottle service or happy-hour promos. Beyond ComplexCon, a headline moment of the tour included weeklong multi-event programs at the Latin Grammys capitalized on Buchanan’s official partnership through bar takeovers, premium gifting lounges, VIP cocktail receptions, and after-parties, featuring partnerships with Rolling Stone Magazine to host exclusive content studios.