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Johnnie Walker teams up with Squid Game
Blended Scotch whisky Johnnie Walker has partnered with Netflix’s Squid Game ahead of the Korean TV show’s second season premiere.
To celebrate the launch of Squid Game Season 2, which returns on 26 December this year, Johnnie Walker has released a limited edition design for bottles of its Black Label whisky.
The bottles are designated with the numbers 001 to 456, which is how many characters are competing in the new series, and also gives consumers the opportunity to ‘pick their player’ via bottle.
Key features of the design include the Johnnie Walker striding man logo donning the show’s green tracksuit, and a 20-degree slanted label with a custom fabric pattern varnish to ‘simulate the texture’ of the green tracksuit.
The partnership kicked off yesterday (1 October) with a takeover of Times Square in New York, which took place at 4.56 EST, again nodding to the number of players participating in the game.
Josh Dean, vice president of Johnnie Walker, Diageo North America, said: “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 fan bases 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. At Johnnie Walker, we’re continuing to reimagine how whisky can be enjoyed through unique and creative experiences, partnerships and occasions.”
Tying into the launch, mixologist Ginn Choe has also created a special 456 cocktail, which she called “a twist of mystery, just like the show”.
She added: “It’s made with popular and traditional Korean ingredients, such as honey for sweetener and barley tea known as bori-cha that marries well with the spice and vanilla notes of Johnnie Walker Black Label.”
The partnership between Johnnie Walker and Squid Game will also reach Europe and Asia, through outdoor media, social media campaigns, events and retail touchpoints.
On bringing the partnership to life, Magno Herran, vice president of global brand and partner marketing at Netflix, said: “Squid Game fans are highly anticipating the show’s return. To give them something really special and unexpected, in collaboration with Johnnie Walker, we dressed the iconic striding man in the show’s classic green tracksuit.
“Through our partnership, we’ve taken the series from the screen to the shelf, to the streets, even surprising fans in Times Square with an opportunity to play a game featured on Squid Game.
“This excellent integrated experience also includes promotion of the campaign on Netflix’ss ad-supported plan, so our members can pick up the perfect pairing of Johnnie Walker and Netflix for the series release this December.”
The link-up with Netflix continues a bumper period of activity for Johnnie Walker. The world’s biggest-selling Scotch whisky has also unveiled a 700ml light bottle (just 180g in weight), trialled paper bottles and announced the debut of its Black Ruby expression in global travel retail for next year.
Meanwhile, its owner, Diageo, is expecting a return to sales growth despite a “challenging consumer environment’.
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