JOHNNIE WALKER BLENDED SCOTCH WHISKY AND SQUID GAME COME TOGETHER FOR AN EPIC COLLABORATION INVITING FANS TO 'PICK YOUR PLAYER' IN ANTICIPATION FOR SEASON 2 RELEASE ON NETFLIX

Rhea-AI Summary

Johnnie Walker and Netflix's Squid Game are collaborating for the release of Squid Game Season 2 on December 26, 2024. The partnership introduces a -edition Johnnie Walker Black Label bottle design featuring numbers from 001 to 456, mirroring the show's player count. The iconic Striding Man logo now wears the show's green tracksuit.

The collaboration kicks off with a Times Square takeover at 4:56 p.m., symbolizing the 456 players. Fans can enjoy 'the 456' signature cocktail, created by mixologist Ginn Choe, combining Korean ingredients with Johnnie Walker Black Label.

The partnership includes global marketing activations across the US, Europe, and Asia, featuring outdoor media, social campaigns, events, and retail promotions. The campaign will also run on Netflix's ad-supported plan, offering an integrated experience for fans and whisky enthusiasts alike.

Positive

• Partnership with popular Netflix series Squid Game may increase brand visibility and sales
• -edition bottle design could drive collector interest and boost sales
• Global marketing campaign across multiple channels may expand market reach
• Collaboration aligns with cultural trends, potentially attracting younger consumers

Negative

• None.

Introducing Johnnie Walker Black Label 'Squid Game' featuring limited edition designs with numbers ranging from 001 to 456, 'Squid Game'-inspired cocktails and experiences

NEW YORK, Oct. 1, 2024 /PRNewswire/ -- Netflix's Squid Game is back for season two and Johnnie Walker, the world's number one blended Scotch whisky (IWSR 2023) and Netflix announce they are teaming up to invite Squid Game fans 21+ and whisky enthusiasts alike to 'pick your player' in celebration of the highly anticipated series return.

Experience the full interactive Multichannel News Release here: https://www2.multivu.com/johnniewalker/en-9292551-johnnie-walker-black-label-squid-game

This exciting collaboration with the worldwide Squid Game phenomenon marks the continuation of a groundbreaking series of partnerships that the team at Johnnie Walker kicked off last month at the 76th Emmy Awards, of which Johnnie Walker was the Official Spirits Partner. The brand will continue to expand its impact across cultural spheres to redefine whisky experiences.

Johnnie Walker is unveiling a limited-edition bottle design of Black Label with numbers ranging from 001-456, the number of players featuring in the series. This limited-edition design leverages an innovative approach by combining both digital and conventional printing technologies to make this collection truly unique. Additional design elements include the brand's highly recognizable 20-degree slanted label featuring a custom fabric pattern varnish to simulate the texture of the show's famous green tracksuit. The iconic Johnnie Walker Striding Man logo now dons the distinctive tracksuit, symbolizing the brand's bold stride into partnering with the Squid Game franchise. Available nationwide for fans and consumers 21+, starting October 1st and while supplies last, these randomized numbered bottles are not only the perfect gift for the holiday season, but a collectible treasure for both adult Squid Game and whisky enthusiasts alike.

At 4:56 p.m., a nod to the number of players and the limited-edition Johnnie Walker Black Label bottle design, the partnership will kick off with a massive Times Square takeover. Together, Netflix and Johnnie Walker will help encourage fans 21+ to get hyped for their collaboration and the series return on December 26, 2024.

"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 collectable, limited-edition bottle design that allows them to get close to the action," says Josh Dean, Vice President of Johnnie Walker, Diageo North America. "At Johnnie Walker, we're continuing to reimagine how whisky can be enjoyed through unique and creative experiences, partnerships and occasions."

Whether hosting a season one watch party in anticipation of season two, celebrating Halloween with a Squid Game-themed event, or attending Squid Game: The Experience in New York City, of which Johnnie Walker is the Official Spirits Partner, Squid Game enthusiasts and whisky lovers 21+ can purchase the new limited-edition bottle and mix up 'the 456' signature cocktail. "'The 456' is a cocktail with a twist of mystery just like the show," says renowned mixologist and cocktail creator, Ginn Choe. "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."

"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," said Magno Herran, Vice President of Global Brand & Partner Marketing at Netflix. "This excellent integrated experience also includes promotion of the campaign on Netflix's ad-supported plan, so our members can pick up the perfect pairing of Johnnie Walker and Netflix for the series release this December."

Johnnie Walker and Netflix's Squid Game partnership will be brought to life globally across US, Europe, and Asia through a dynamic, co-branded campaign. This will include a range of marketing activations such as outdoor media, social media campaigns, events, and retail touchpoints. The campaign will also run on Netflix's ad-supported plan.

Be sure to follow @JohnnieWalkerUS on Instagram and Facebook for updates on the partnership with Netflix's Squid Game. In addition, whether in NY, LA, TX, FL, IL follow the ambassador team at Johnnie Walker for more excitement in the lead up to the season two release on December 26, 2024.

ABOUT JOHNNIE WALKER
Johnnie Walker is the world's number one Scotch Whisky brand (IWSR 2023), enjoyed by people in over 180 countries around the world. Since the time of its founder, John Walker, those who blend its whiskies have pursued flavor and quality above all else. Today's range of award-winning whiskies includes Johnnie Walker Red Label, Black Label, High Rye Blended Scotch Whisky, Double Black, Green Label, Gold Label Reserve, Aged 18 Years and Blue Label. Together they account for over 18 million cases sold annually (IWSR, 2023), making Johnnie Walker the most popular Scotch Whisky brand in the world.

ABOUT DIAGEO NORTH AMERICA
Diageo is a global leader in beverage alcohol with an outstanding collection of brands including Johnnie Walker, Crown Royal, Bulleit and Buchanan's whiskies, Smirnoff, Cîroc and Ketel One vodkas, Casamigos, DeLeon and Don Julio tequilas, Captain Morgan, Baileys, Tanqueray and Guinness.

Diageo is listed on both the New York Stock Exchange (NYSE: DEO) and the London Stock Exchange (LSE: DGE) and their products are sold in more than 180 countries around the world.

For more information about Diageo, their people, brands, and performance, visit www.diageo.com. Visit Diageo's global responsible drinking resource, www.DRINKiQ.com, for information, initiatives, and ways to share best practice. Follow at Twitter and Instagram for news and information about Diageo North America: @Diageo_NA.

 

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SOURCE DIAGEO North America

FAQ

When will Squid Game Season 2 be released on Netflix?

Squid Game Season 2 will be released on Netflix on December 26, 2024.

What is special about the Johnnie Walker Black Label 'Squid Game' edition bottles?

The edition bottles feature numbers ranging from 001 to 456, representing the number of players in the series. They also have a custom fabric pattern varnish simulating the texture of the show's green tracksuit, and the Johnnie Walker Striding Man logo wears the tracksuit.

How is Johnnie Walker (DEO) promoting its partnership with Squid Game?

Johnnie Walker is promoting the partnership through a Times Square takeover, global marketing activations including outdoor media, social media campaigns, events, retail touchpoints, and advertising on Netflix's ad-supported plan.

What is 'the 456' signature cocktail associated with the Johnnie Walker and Squid Game collaboration?

'The 456' is a signature cocktail created by mixologist Ginn Choe, featuring Johnnie Walker Black Label mixed with traditional Korean ingredients like honey and barley tea (bori-cha).