In addition to the bar at the IRL activations, Johnnie Walker’s global partnership with Netflix spans 26 countries and includes custom Johnnie Walker Black Label Squid Game Scotch whisky, which is sold in 20,000 stores. The alcohol includes Squid Game bottling and packaging and there are 456 different bottles—just like the players in the show. The Johnnie Walker Striding Man logo has also been tweaked to show a special tracksuit from the show. Johnnie Walker is running the campaign as ads with the NFL, which will appear in Netflix’s Christmas Gameday coverage of the game between the Houston Texans and the Baltimore Ravens.
For Domino’s, the pizza chain has previously success with Netflix’s Stranger Things and wanted to expand on that with Squid Game season two.
On the other hand, Duolingo is a first-time advertiser with Netflix and is running a campaign that promotes its Korean courses. The campaign introduces mascot Duo as a pink guard, for a “Learn Korean of Else” message, which will also run on Netflix’s ad-supported plan. The campaign also features a K-pop remix of the song “Pink Guards.” The song, “Korean or Get Eaten,” is available on Spotify. There are also billboards in Los Angeles and New York and a TikTok campaign included in Duolingo’s work.
And for Xbox, gamers will be able to choose their team with the Squid Game-inspired Pink Guard Instinct Pro Controller for Xbox by SCUF Gaming, featuring the signature pink of the series’ uniforms. The controller can be purchased at Best Buy in the U.S. and Scuf Gaming’s website. Scuf Gaming has also created controllers inspired by the show.
Giving viewers a choice
Netflix’s Herran said there is more pressure marketing Squid Game this time around because the first season did not have a large marketing budget behind it.
“We knew it would do well in Korea, but the scale and level at which it captivated members around the world was something we didn’t expect,” Herran said. “I think the stakes are so much higher because everyone is talking about the show and excited about the return.”