Johnnie Walker Unveils Limited Edition Bottle with an Immersive Squid Game-Inspired Experience

To showcase Johnnie Walker’s limited edition Squid Game bottle, launched to mark the return of the hit Korean drama next month, WE ARE Pi created an immersive Squid Game-inspired experience for influencers and members of the public on the streets of Berlin.

A real-life adaptation of the show’s intense Dalgona Challenge, the adrenaline-inducing billboard game, challenged players to remove a Johnnie Walker Black Label bottle from a Dalgona cookie in a limited time, or face the consequences. The winners won exclusive Squid Game rewards, while those who failed received a cheery consolation: the 456 Cocktail, a new signature serve made with Johnnie Walker Black Label and traditional Korean ingredients, devised to celebrate the partnership.

The limited-edition bottles of Johnnie Walker Black Label have been designated with the numbers from 001 to 456 – the number of characters competing in the new series. The bottle design features the Johnnie Walker striding man logo wearing the signature green tracksuit from the show. The event in Berlin on October 30th generated high levels of engagement among the crowds on the streets of Berlin and drove talkability and buzz around the limited-edition bottle, helping to promote Johnnie Walker’s partnership with Netflix. Footage and photos from the game will be used in a 360-degree campaign including online video PR and influencer content.  It will roll out later this week throughout Germany and the Netherlands. The WE ARE Pi team are delighted that the game created a mix of suspense and fun, with players fully embracing the challenge.