Johnnie Walker plays Squid Game-themed spin the bottle in Manila club

Bonifacio Global City, Metro Manila's vibrant nightlife hub, witnessed a vibrant evening last December as Johnnie Walker launched its Squid Game 2 collaboration with Philippine-based advertising agency Gigil.

As featured on HEY! MANILA community forum, the Scotch whisky brand unveiled a colossal Player 456-themed limited-edition bottle, which doubled as the centerpiece of a live game, at the heart of a bustling drinking plaza.

As night fell, the giant bottle was revealed to be a larger-than-life game of Spin the Bottle, echoing the tension and excitement of the hit series, which premiered on December 26.

Participants faced a nerve-wracking challenge: Avoid being chosen by the spinning bottle to win. Those who weren't so lucky had to embrace a playful "social death," receiving makeovers to resemble Young-hee, the iconic doll from Squid Game.

Don't miss: How HK brands can better ride on the Squid Game hype

Johnnie Walker, as well as Uber Eats, also tapped into Squid Game for a commercial featuring rapper Lil Dicky, blending the show's iconic characters with the artist's unique style to create a fun campaign.

"What better way to make a splash than combining the world's No. 1 Scotch with Netflix's most-watched series?" Josh Dean, vice president of Johnnie Walker and Buchanan's for North America, said in a LinkedIn post recently. "Sometimes the most unexpected partnerships create the most memorable moments."

The partnership also showcases a special edition of Johnnie Walker's Black Label, featuring design elements that pay tribute to the popular South Korean TV series, with the Johnnie Walker Striding Man logo dressed in an outfit that mirrors the green tracksuits worn by the characters in the show.

Adding to the excitement, each bottle is numbered from 001 to 456, reflecting the players' numbers in Squid Game, with the show's logo displayed near the bottle's neck.

This collaboration adds to Gigil's portfolio, which also includes notable projects with RC Cola, Levi's, Jollibee, and Grab, according to its website.

One of Gigil's projects with Grab features a short clip that highlights the humorous idea of Grab riders being like family to their customers. This was part of a campaign promoting GrabUnlimited's daily free delivery, emphasising a sense of "closeness." According to Gigil, the project resulted in a 200% surge in unlimited subscriptions.

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