Johnnie Walker joins 'Squid Game' with new numbered Netflix bottles

[Coloroscopio]

Johnnie Walker is striding into a whole new arena, one that’s all about survival—of the fittest drink. In a collaboration with Netflix’s global hit Squid Game, the whisky brand has unveiled a limited edition of its iconic Black Label, timed to coincide with the release of the show’s second season on December 26. Fans of the South Korean dystopian thriller can now “Pick Your Player” with bottles numbered from 001 to 456, mirroring the competition in the show that made 456 contestants fight for their lives.

 

 

Each bottle in this limited run sports the classic Johnnie Walker Striding Man logo—but with a twist. Dressed in the distinctive green tracksuit worn by Squid Game contestants, the logo now nods to the dark, high-stakes world of the show.

 

 

The label itself features a unique fabric texture reminiscent of the series’ infamous uniform, combining digital and traditional printing techniques to ensure every bottle has its own unique number.

 

 

 

 

 

Beyond the bottle, a custom cocktail, dubbed ‘The 456’, has been created by Korean-American bartender Ginn Choe, blending the smooth richness of Johnnie Walker Black Label with the roasted, earthy notes of Bori-Cha, a traditional Korean barley tea, and a splash of lemon.

 

 

At exactly 4:56 p.m. EST, an intentional nod to the 456 contestants from Squid Game, Johnnie Walker launched its collaboration in dramatic fashion with a full-scale Times Square takeover, in which bystanders were engaged by the Recruiter—flanked by the signature Pink Guards—to take part in a themed challenge to officially mark Johnnie Walker’s entry into the world of Squid Game.

 

"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,” says Magno Herran, vice president of global brand and partner marketing at Netflix. “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.”

 

• https://www.thespiritsbusiness.com/2024/10/johnnie-walker-teams-up-with-squid-game/ 
• https://thedieline.com/the-cabinet-plays-squid-games-with-johnnie-walker/ 
• https://worldbranddesign.com/the-cabinet-play-squid-game-with-johnnie-walker-black-label/ 
• https://www.thedrinksbusiness.com/2024/10/johnnie-walker-teams-up-with-squid-game/ 
• https://www.marketingdive.com/news/johnnie-walker-squid-game-black-label-netflix-advertising/728521/ 

 

 

Images: Johnnie Walker [1][2]