Hidden Johnnie Walker UV Codes Celebrate Money Heist Success

Money Heist, otherwise known as La Casa de Papel or The House of Paper, is the most successful TV show of all time. In conjunction with the final episodes of the Netflix hit series, and playing on the iconic red jumpsuit theme, Diageo’s Johnnie Walker has created a limited edition red-label alternative to their black-label classic. 

Set to release on December 3rd, the final five episodes are hotly anticipated and set to create a social media buzz. To tie in with this, on the 23rd of October, the red-label campaign assets rolled out across Facebook, Instagram, YouTube and Twitter with the aim of engaging the global Gen-Z and Millennial audience who watch and anticipate the end of the show. 

AnalogFolk have created the suite of slick, eye-catching social tease and launch assets to showcase the newly designed label as well as the final few lines from one of the show’s main characters, visible only under UV light and hidden within the illustration. With 150,000 bottles available from the 1st of November in Southern Europe and Latin America, fans will be eager to get a sneak peek of what’s to come from the end of the show.

Julie Branham, Johnnie Walker’s global marketing director says, “Like many fans around the globe, we’ve been gripped by the action unfolding from the fictional underworld of La Casa de Papel.” 

 

“We’re delighted to be marking the climax of this series through this limited edition design. I’ll be watching the story unfold with a glass of Johnnie Walker in hand and a keepsake bottle to have forever.”