What you will find in the article:
- Game of Thrones inspired significant marketing campaigns worldwide.
- HBO transformed the series into a powerful cultural brand.
- Brands like Adidas and SodaStream utilized Game of Thrones themes.
- The series created a strong emotional connection with audiences.
- Marketing strategies included humor and relatable storytelling.
When David Benioff and D. B. Weiss set out to adapt the books for television, they probably had no idea they were not merely creating a series, but building a brand with enormous impact. From the very first episodes, it was clear that this was no ordinary show. Game of Thrones completely captivated audiences. They did not just want to watch the story – they wanted to experience it, share it, analyse it and become part of it.
And it was precisely this enormous enthusiasm and fan engagement that created the perfect environment for marketing. HBO gradually built a phenomenon that went far beyond the screen and entered everyday life. Brands around the world quickly understood that this was not just a television series, but a powerful emotional space that connected people.
A wave of creative campaigns followed, drawing on the series’ symbolism, characters and atmosphere. Game of Thrones became a bridge between entertainment and commerce, attracting audiences who might otherwise never have shown much interest in fantasy. Today, no one is surprised to see fashion retailers such as Primark selling themed collections inspired by Westeros. What began as an unassuming project became a textbook example of how a strong story can grow into a global brand – and of the enormous marketing potential such a phenomenon can offer. Let’s take a look at the brands that found inspiration in Game of Thrones.
SodaStream says “April Fools!”
SodaStream’s April Fools’ commercial from 2016 relied on humour, exaggeration and the familiar face of Icelandic actor Hafþór Júlíus Björnsson, known to viewers as “The Mountain” from Game of Thrones. In the video, he promotes a fictional sparkling-water brand called Heavy Bubbles, sold in bottles resembling dumbbells weighing 2, 5 or 10 kilograms. The ad jokingly claims that simply carrying these heavy bottles home from the supermarket will make you stronger.
Björnsson presents himself as a fitness guru showing fans a “revolutionary” form of urban exercise – carrying heavy bottles of sparkling water. In various situations, he demonstrates how people can work out and break a sweat simply while doing their everyday shopping. Gradually, however, it becomes clear that the whole concept is satire. The campaign aimed to highlight the absurdity of routinely carrying bottled water while promoting the idea of a more convenient and environmentally friendly way to make sparkling water at home. Thanks to its original humour, strong visual styling and Björnsson’s charisma, the spot became a memorable part of SodaStream’s communication. Alongside the April Fools’ video, the company also introduced a new slogan: “F*** plastic bottles.”
Video: HeavyBubbles™ TV Commercial
But it did not end with April Fools’. A regular television commercial entitled “Shame or Glory” also appeared on screens, promoting a more environmentally friendly alternative to bottled sparkling water. This time, Hannah Waddingham (Septa Unella) appeared in the campaign. The spot parodies the famous “Shame!” scene from the series, with Septa Unella chasing a man carrying packs of bottled water and repeatedly shaming him.
Then, in 2017, the brand introduced another global campaign starring Homo schlepiens, or the “weary human”. The commercial shows how outdated the use of single-use plastic bottles has become. Set in the future, it features Mayim Bialik, the actress who portrayed Amy Farah Fawler in The Big Bang Theory, as an anthropologist introducing children to the species Homo schlepiens, played by Kristian Nairn. His strange habits are displayed in an exhibition at the Museum of Unnatural History.
Video: Who is Homo schlepiens?
Adidas bets on the colours of Westeros
In 2019, Adidas launched six new designs of its Ultraboost shoes – all inspired by the colours of Westeros. The range included special models for Houses Stark and Lannister, the White Walkers, the Night’s Watch, and two designs dedicated to House Targaryen.
Foxtel came up with a date-night invitation
Major Australian media and television company Foxtel also took a humorous approach with its “Make It Yours” campaign. The concept used to promote its service was built around the idea of a slightly awkward date. Rather than relying on conventional sales messaging, the ad presents Foxtel as a “rescue” from an uncomfortable situation while cleverly tapping into the popularity of Game of Thrones. The spot works thanks to a funny, believable story that viewers can easily remember.
Video: Game of Thrones Date Night (2min) - Foxtel "Make it Yours" TV ad
Johnnie Walker in white
Among the companies that entered into a marketing partnership with HBO was Diageo, one of the world’s largest producers of alcoholic beverages. Its 2018 limited-edition Johnnie Walker White Walker referenced the icy North and the White Walkers from the series. The launch was also accompanied by an experiential installation called “Frozen Frost” in London, where fans could walk through a wintry landscape and sample whisky in a themed setting.
Source: campaignlive.co.ukAldi tackles toilet paper on the throne
In 2019, Aldi revived its multi-award-winning “Like Brands” campaign. In one of its ads, it parodied the world of Westeros. The amusing part is that a commercial drawing on one of the most epic television series ever made was actually promoting Aldi toilet paper. Two men resembling Wildlings are, quite literally, “sitting on the throne” while comparing Aldi toilet paper with a more expensive competitor.
Video: Aldi Game on Thrones Advert
HBO says all men must die – or dine
To mark the release of the fourth season of Game of Thrones on Blu-ray and DVD, HBO opened the themed pop-up restaurant “All Men Must Dine”. For three days, guests at London’s Andaz hotel could enjoy a Westeros-inspired menu, cocktails and the atmosphere of a royal council meeting in King’s Landing.
Video: Inside Game Of Thrones' Pop-Up Restaurant 'All Men Must Dine
KFC bets on Hodor
In its 2017 commercial “Lunchtime is Coming”, KFC cleverly used one of the most iconic scenes from Game of Thrones and cast Kristian Nairn, who played Hodor. The spot parodies his famous line “Hold the door”, replacing it with the repeated phrase “Chicken with fries” as hungry customers flood into the restaurant. The ad humorously connects an emotional moment from the series with the promotion of a new chicken-and-rice menu, demonstrating how effectively a strong pop-culture reference can appeal to both fans and general audiences.
Video: KFC - Lunchtime is coming
Bud Light had its mascot killed
At Super Bowl LIII in 2019, a surprising crossover between a Bud Light commercial and a teaser for the new season of Game of Thrones caused quite a stir. At first, the commercial appears to be another humorous medieval-themed Bud Light ad, but then the world of Game of Thrones unexpectedly takes over. A cheerful jousting match quickly descends into bloody chaos when Sir Bud Light faces the infamous Mountain – and things do not end well for him. The shocking moments do not stop there, as a dragon also enters the scene.
It was precisely this unexpected twist that made the ad one of the most entertaining moments of the entire evening. The pairing of Bud Light and Game of Thrones felt surprisingly natural. The brand had already been using medieval imagery in its advertising for some time, so the transition into the fantasy world of the series made perfect sense. According to the Wall Street Journal, it was even one of the largest marketing collaborations HBO had ever undertaken. And fans clearly seemed to enjoy it – perhaps even more than the game itself.
Video: Game of Thrones X Bud Light | Official Super Bowl LIII Ad | Extended Version | HBO
Danielle Nicole offered dragon-themed handbags
Fashion accessories brand Danielle Nicole also seized the opportunity to capitalise on the series’ popularity by launching an 18-piece collection inspired by Game of Thrones. The collection “captures the complexity and dark drama of the series through backpacks, crossbody bags, pouches and wristlets.”
Oreo campaign goes viral
In 2019, to celebrate a new season of the series and a new limited-edition range of Game of Thrones-inspired cookies, Oreo and HBO teamed up to recreate the show’s iconic opening title sequence. The campaign, which featured motifs of some of the best-known Game of Thrones characters on the cookies, generated a strong response among fans in the US, while the video itself recorded almost 2 million views on Twitter alone.
Video: Oreo x Game of Thrones Title Sequence
It’s not over yet
In autumn 2025, HBO stated that 2026 would be a pivotal year for the Game of Thrones franchise, as it planned to launch two new series from the world of Westeros: the new title A Knight of the Seven Kingdoms and the third season of House of the Dragon. A Knight of the Seven Kingdoms premiered on HBO and Max on 18 January 2026 and, judging by initial reactions, received very positive reviews from both fans and critics.
As for the third season of House of the Dragon, Game of Thrones fans can look forward to it in June. According to the creators, it will feature the biggest and bloodiest chapter of the Targaryen war so far. The new trailer and poster featuring Rhaenyra on the Iron Throne suggest a darker atmosphere and a further escalation of the conflict between the “Blacks” and the “Greens”. The series is also moving towards the conclusion of the overall story, which is expected to be completed with a fourth season.
Brands will therefore have another opportunity to tap into the potential of this hugely popular franchise. Game of Thrones is not just a television series. It is a global phenomenon that has managed to dominate social media, the media landscape and everyday conversations among fans around the world. That is precisely what makes it so attractive from a marketing perspective. It provides an ideal platform for creative campaigns, viral content and limited-edition products that instantly generate enormous attention. The series has produced iconic characters, symbols and quotes that people recognise within seconds. And thanks to its huge fan community, related content spreads organically and naturally. For advertisers, the message is clear: a powerful story can be just as valuable as the product itself.