How Netflix Is Using Print, Drinkware, and Humor for Its ‘The Witcher’ Promos

Brendan Menapace

Fans of “The Witcher” video game series and subsequent Netflix show based on the franchise just got a few more ways to celebrate their favorite characters.

Netflix has been pushing promotional campaigns related to its shows beginning with the “Stranger Things” phenomenon. That’s included apparel, co-branding partnerships, and immersive experiences.

While this “Witcher” campaign goes a little lighter on products, it’s an excellent case study on how to integrate print, drinkware, labeling, and even some humor into a marketing campaign.

The first is the partnership with Athletic Brewing Co. to create a branded non-alcoholic beer. The beer cans obviously have labels relating back to the show, and the beer is called “Geralt’s Gold,” named after the show’s main character.

Recipients could receive a packaged set that included a couple cans of the beer along with a branded pint glass, all wrapped up in a branded box.

The very first thing you see when you look at the box is all three brands included: “The Witcher,” Netflix, and Athletic Brewing Co. From there, everything else is designed to just enhance the experience and create a cohesive look.

Now, onto another branded partnership Netflix and “The Witcher” did, that allowed for a little more humor.

Old Spice is no stranger to an out-there idea. Remember the “I’m on a horse” commercials? It’s found ways to appeal to younger audiences who grew up on absurdist humor, and somehow made the joke land enough to convince people to buy their products.

Netflix’s collaboration with Old Spice includes a full line of deodorant, each with special labels and names reminiscent of characters and plot points.

There are some that are general, but others like “Geralt’s Bathwater” and “Yennefer’s Underarms” are a little over-the-top. But, that’s kind of the point here. This is more Netflix getting on Old Spice’s level, knowing that they use humor as part of the brand identity, rather than the product playing chameleon with the IP it’s integrating.

Unlike the giant store takeovers or partnerships with Metallica, this is a much more achievable goal for just about any promotional products distributor. It shows how to use print to complement hard goods, how labels tell the brand story, and where it’s appropriate to throw a little humor out when you know the intended audience appreciates it.

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