- Johnnie Walker is jumping into the world of “Squid Game” through a collaboration that features limited-edition bottles of the blended Scotch whisky and various marketing activations, in line with a press release.
- Ahead of the second season premiere of the Netflix series on Dec. 26, Johnnie Walker is releasing special versions of its Black Label line that reference iconography from the show, wherein participants are pitted against one another in deadly competitions.
- The products hit shelves nationwide Tuesday and are complemented by a Times Square takeover timed to 4:56 p.m. ET, one other nod to “Squid Game.” Johnnie Walker and Netflix are running a bigger co-branded global campaign that spans out of home, social media, events and retail marketing.
“Squid Game,” a scathing Korean satire of wealth inequality, is gathering hype ahead of its second season premiere on Netflix after becoming a surprise global sensation three years ago. The series’ ultra-violent premise, which sees financially desperate people risk their lives in games for a likelihood to win a money prize, clearly hasn’t delay brand marketers, as Johnnie Walker goes all-in.
The Scotch whisky marketed by Diageo has reworked its Black Label line to be loaded with Easter eggs for “Squid Game” fans. The iconic Striding Man logo is now outfitted in a green tracksuit much like those worn by players while bottles come with randomized numbers from one to 456, representing the Squid Game’s variety of participants. Johnnie Walker’s recognizable slanted label echoes the track suit color and texture with a custom fabric pattern varnish.
Johnnie Walker used a mixture of digital and standard printing techniques to attain the design, which will likely be available nationwide while supplies last and kicks off with a Times Square takeover that invites consumers to check their mettle in a recreation of a challenge from the TV show. In addition, the brand is promoting “the 456” cocktail, which features traditional Korean ingredients, with mixologist Ginn Choe. Johnnie Walker has previously tapped into popular culture through bottles tailored to shows like “Game of Thrones.”
The Black Label packaging play is only one aspect of Johnnie Walker’s “Squid Game” collaboration. A co-branded Netflix campaign is running within the U.S., Europe and Asia and can appear on Netflix’s ad-supported tier. Johnnie Walker can also be supporting several tie-in experiences, including serving because the official sponsor of Squid Game: The Experience in New York City.
Johnnie Walker’s work around “Squid Game” may create some dissonance with the content of the show — scenes in the primary season see wealthy onlookers sip spirits while watching reams of individuals gunned down for entertainment — but speaks to Netflix’s larger deal with its promoting business, which launched in 2022. In-depth brand integrations have been an element of other hit series on the streamer, reminiscent of a Google tie-up across the fourth season of “Emily in Paris” this summer.
Netflix closed its second yr of advance negotiations with advertisers, also referred to as an upfront, with an 150% increase in ad sales over 2023, in line with internal expectations. Its ad-supported tier grew subscribers 34% quarter on quarter in Q2, though Netflix is yet to interrupt out revenue derived from the offering.
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