As Squid Game became a global mass phenomenon heading into its final season, the challenge was to find a culturally relevant role for Mahou within a universe defined by tension, choice and confrontation. Mahou already lives in a very similar territory: its consumers naturally split into two sides — Mahou Green or Mahou Red. The idea of choosing a side became the natural point of connection between brand and series.
We reinterpreted the characters of Squid Game through Mahou’s iconic cans, using red and green as opposing forces to recreate the tension of being forced to choose a side. The cans became symbols of the experience, turning a familiar brand behavior into a narrative reflection of the series’ central conflict.
The idea was activated through an integrated ecosystem: multiple hero spots, supermarket activations, live entertainment dynamics at festivals such as Mad Cool, massive out of home campaign, on-trade activations in horeca venues, and influencer collaborations that amplified the tension of choosing a side in real-world contexts.
