Brands turn pop culture into powerful campaigns: Squid Games [Video]

The countdown to 26 December is officially on, and Netflix’s Squid Game Season 2 isn’t just making its way back to screens—it’s shaking up retail, lifestyle, and entertainment for brands around the globe. This cultural juggernaut is rewriting the rules on how moments in pop culture can fuel engagement and boost sales. For Australian advertisers, it’s a timely reminder of the power of multi-channel campaigns that connect with audiences and deliver real impact.

How Squid Game is reshaping brand collaborations

Squid Gameisn’t just a hit series—it’s a goldmine for brand partnerships. With massive global appeal and Netflix’s internal data showing it resonates with younger audiences—41.65% aged 18–29 and 58.65% aged 18–34—it’s a dream platform for advertisers. Add to that a slightly female-skewed audience (56%) and its status as Netflix’s most-watched show, pulling in over 111 million viewers in a month, and you’ve got a recipe for unparalleled visibility …