‘Squid Game’, Lil Dicky and Johnnie Walker Join Forces for the Unlikeliest of Collaborations

(Photo: Johnnie Walker)

A team-up between Netflix’s “Squid Game”; rapper and actor Lil Dicky; and the esteemed scotch whisky brand, Johnnie Walker, was just about the last thing we had on our 2024 bingo card. We’ll file this one next to Cheetos-flavored Oreos and Balenciaga Crocs so far as sheer “who asked for this” audacity.

But first, some context. Toasting the imminent premiere of “Squid Game 2” in December, Johnnie Walker joined forces with Netflix last week on a collection of limited-edition bottles inspired by the hit show. A redesign of the brand’s Black Label expression featured numbers 001 through 456 inscribed on the front, a nod to players in the show’s titular showdown. The Johnnie Walker Striding Man logo ditched his tuxedo in favor of a green tracksuit.

The collaboration was kicked off with a takeover of Times Square that invited fans to participate in a non-lethal rendition of the games.

Arrivers were surprised to find that Lil Dicky — famous for songs including “Freaky Friday,” “Earth” and “$ave Dat Money” — would be participating as contestant #012. In a video later shared on Instagram, the rapper, real name David Andrew Burd, was seen sprinting across the finish line in a game of red light green light surrounded by sparkling billboards in the heart of Manhattan.

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Netflix Vice President of Global Brand & Partner Marketing Magno Herran remarked of the event:

“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.”

Years after the first season of “Squid Game” proved an unexpected sensation, Netflix executives are pulling all the stops to make sure its return gets just as much shine.

Co-branded alcohol has taken center stage. In September, the streaming giant released a quartet of pre-mixed cocktails in Japan, one of which featured the masked Pink Guards from the show. The 3%-ABV cola sours were produced by Suntory’s Horoyoi brand, the sixth best-selling ready-to-drink cocktail brand worldwide in 2023.

Netflix is quite keen on these kinds of crossovers.  Over the past few years, fans have been graced with an “Emily in Paris” aperitif, “Love is Blind” wine, “Peaky Blinders” whiskey and “The Witcher” nonalcoholic beer. We wouldn’t be surprised if “Squid Game” got at least one more boozy release ahead of its season two premiere on Dec. 26.