How Brands Are Leveraging The Squid Game Phenomenon

How Brands Are Leveraging The Squid Game Phenomenon
Mary Madigan
By Mary Madigan



Squid Game has already become a cultural phenomenon. So, naturally, brands have begun to use the Korean Netflix series as a marketing ploy.

Television, movies, books and music have the power to define what is considered ‘in’ and what is considered ‘out’. For instance, according to Buzzfeed, after the popularity of the chess series, The Queens Gambit, eBay reported that chess set sales increased by 215 per cent.

Squid Game has seen a similar result. Paper reported that white Vans have been selling out since the show debuted. White Vans are the shoes worn by the majority of the characters on the show, almost like a uniform.

Basically, when a show reaches the kind of success, Squid Game has, it impacts the culture, and savvy brands want to be part of that.

The pizza chain, Dominos jumped on the Squid Games trend, using symbols and references from the show to promote a pizza offering, an Instagram caption read: “Hundreds of hungry customers received an invitation to #SamaSamaJaga, to get 2 regular pizzas for RM19. Got yours? Tempting treats await!🍕 #SquidGame.”

Similarly, a milk brand in Singapore, Marigold HL Milk has used the show to promote its chocolate milk.

On Instagram, the brand posted, “MARIGOLD HL Chocolate Milk is high in protein and calcium, the perfect boost for when you’re playing to win. We have other delicious flavours too! #SquidGame #HLLiveBetter.”

Meanwhile, Pepsi was a little more subtle when it posted a Squid Game symbol embedded in its iconic fizzy drink, with the caption, “if you know, you know.”

Of course, it’s early days yet. so assumedly more and more brands will jump on The Squid Game trend to connect with consumers.




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