Get ready to unleash your inner competitor and zip up that tracksuit! Netflix’s cultural juggernaut, Squid Game, is making its much-anticipated return for Season 2, and in a twist of fate, Johnnie Walker is stepping into this thrilling arena. The world-renowned blended Scotch whisky brand (IWSR 2023) is poised to celebrate with fans of both the series and the spirit in a riveting partnership that invites you to “Pick Your Player.”
In a stunning tribute to the iconic show, Johnnie Walker has unveiled a limited-edition Black Label bottle design that boldly features the notorious numbers, 001-456. This collector’s item is nothing short of a masterpiece, fusing innovative digital and traditional printing techniques. Adorned with a bespoke fabric pattern that echoes the infamous green tracksuits of Squid Game contestants, the bottle showcases Johnnie Walker’s signature 20-degree label, elevated by a unique twist. As if that weren’t enough, the legendary Striding Man donning a tracksuit makes his debut, marking a seamless entry into the Squid Game universe. Available nationwide starting October 1, 2024, these limited-edition bottles are destined for those 18 and over, while supplies last.
This thrilling collaboration with the Squid Game phenomenon continues Johnnie Walker’s legacy of redefining the whisky experience, expanding its cultural footprint like never before. To kick off this exciting partnership, an extraordinary event is set to unfold in Berlin. Enthusiasts are encouraged to make daring decisions as they embrace the spirit of the series on December 26, 2024, all while facing the ultimate test: successfully cutting a Dalgona cookie! Contestants will have just 45.6 seconds to carve their cookies, with exclusive rewards awaiting the victorious. But watch out—failure means elimination, just like in the game.
At this unmissable event, guests can also sip on “The 456,” a new signature cocktail paying tribute to the limited-edition Johnnie Walker release. Perfect for indulging at a watch party, a Squid Game-themed Halloween bash, or during the Berlin activation, “The 456” cocktail invites whisky aficionados and fans (18 and over) to partake in the fun. Renowned mixologist Ginn Choe describes the drink as infused with mystery and intensity, echoing the essence of the games themselves. “Crafted with beloved Korean ingredients like honey for sweetness and Bori-Cha, a barley tea that beautifully complements the spice and vanilla notes of Johnnie Walker Black Label,” she notes.
The symbiotic partnership between Johnnie Walker and Netflix’s Squid Game will come to life through an ambitious joint marketing campaign across Europe, the USA, and Asia. Expect a rich tapestry of outdoor advertising, social media engagement, exclusive events, and retail promotions that will set the stage ablaze.
Stay tuned and follow @JohnnieWalke on Instagram and Facebook for all the latest on this electrifying partnership with Netflix’s Squid Game!