- Johnnie Walker is gearing up for the second season of Netflix’s series Squid Game, releasing a special edition of its Johnnie Walker Black Label whisky and staging live activations to build excitement for the show’s second season.
- The new Johnnie Walker Black Label Squid Game Edition includes special packaging, featuring numbers ranging from 001-456 (in reference to the number of players in the series games) and adjusting the brand’s to reflect the show’s green and white tracksuits. The “walking man” logo is also wearing one of the tracksuits on the packaging.
- To kick off the partnership, the brand staged a live event in New York’s Times Square that featured dozens of players dressed in the familiar tracksuits to participate in a (presumably non-deadly) challenge. The brand then hosted several happy hours around the city, all of which featured signature Squid Game-inspired cocktails.
Netflix’s breakout hit Squid Game doesn’t return until December 26, but Johnnie Walker is getting a jump on the hype with its limited-edition packaging and activations. The Squid Game-themed Johnnie Walker Black became available on October 1, giving fans enough time to get their hands on the product in advance of the premiere.
The live activation took place at 4:46 (a nod to the number of players in the games) and featured rapper and comedian Lil Dicky. The experience began with the game’s “Recruiter” character, surrounded by Pink Guards, engaging fans and passers by before the “players” came out to participate in the staged contest.
Netflix and Johnnie Walker will continue the Squid Game partnership through the end of the year with a co-branded campaign that will include outdoor media, social media, events and retail activations. The campaign will also run on Netflix’s ad-supported plan.
“This partnership brings together two global icons, the world’s number one Scotch whisky and the worldwide TV phenomenon of Netflix’s Squid Game. Our loyal fanbases are going to be thrilled by the element of discovery with our collectible, limited-edition bottle design that allows them to get close to the action,” said Josh Dean, vice president of Johnnie Walker, at brand parent Diageo North America, in a release. “At Johnnie Walker, we’re continuing to reimagine how whisky can be enjoyed through unique and creative experiences, partnerships and occasions.”
