Dive Brief:
- Johnnie Walker is jumping into the world of “Squid Game” through a collaboration that includes limited-edition bottles of the blended Scotch whisky and a number of marketing activations, according to 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 each other in deadly competitions.
- The products hit shelves nationwide Tuesday and are complemented by a Times Square takeover timed to 4:56 p.m. ET, another nod to “Squid Game.” Johnnie Walker and Netflix are running a larger co-branded global campaign that spans out of home, social media, events and retail marketing.
Dive Insight:
“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 chance to win a cash prize, clearly hasn’t put off brand marketers, as Johnnie Walker is going 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 similar to the ones worn by players while bottles come with randomized numbers from one to 456, representing the Squid Game’s number 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 combination of digital and conventional printing techniques to achieve the design, which will be available nationwide while supplies last and kicks off with a Times Square takeover that invites consumers to test 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 pop culture through bottles tailored to shows like “Game of Thrones.”
The Black Label packaging play is just one aspect of Johnnie Walker’s “Squid Game” collaboration. A co-branded Netflix campaign is running in the U.S., Europe and Asia and will appear on Netflix’s ad-supported tier. Johnnie Walker is also supporting several tie-in experiences, including serving as 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 first season see wealthy onlookers sip spirits while watching reams of people gunned down for entertainment — but speaks to Netflix’s larger focus on its advertising business, which launched in 2022. In-depth brand integrations have been a part of other hit series on the streamer, such as a Google tie-up around the fourth season of “Emily in Paris” this summer.
Netflix closed its second year of advance negotiations with advertisers, also known 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 break out revenue derived from the offering.
