Dangerous Mix: Johnnie Walker and Squid Game Partner Up, Raising Concerns for Young Viewers

In a recent collaboration, Johnnie Walker, a leading Scotch whisky brand owned by Diageo, has partnered with Netflix’s “Squid Game” to release bottles featuring designs inspired by the series. This partnership, launched ahead of the show’s second season premiering on December 26, 2024, is designed to capitalize on the show’s huge popularity.

“Squid Game” has garnered a substantial following among young audiences. Data reveals that 41.65% of its viewers are between the ages of 18-29, and 58.65% are between 18-34. While the series has a minimum age recommendation of 16 in countries like Sweden, its appeal has extended to an even younger demographic, with reports from the UK revealing that children as young as six have been mimicking the show’s games.

By aligning with this popular TV series, Diageo effectively positions its product within a youthful market, increasing brand visibility among viewers who are already vulnerable to alcohol messaging. This blurs the line between marketing and storytelling, influencing young audiences’ perceptions of alcohol use.

Promotion, or any marketing strategies, is Big Alcohol’s activity to drive alcohol availability and acceptability, to perpetuate the alcohol norm, and to place alcohol at the center of people’s thoughts and preferences, communities’ practices, and societies’ customs. The focus of this DUBIOUS FIVE strategy is the people and their beliefs about alcohol products, the public and their attitudes about and behavior around alcohol products, and the consumers and how much, how often they buy and consume alcohol brands.

Sources:
• Yahoo Finance
• Observer
• BBC News

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