Streaming giant Netflix has partnered with creative agency Carrot and a California cannabis dispensary, to produce weed themed around several of its TV series.
The stunt lit up social media over the weekend, as the marijuana in limited-edition packaging went on sale in a pop-up shop in West Hollywood. The stunt was aimed at promoting Netflix's new show Disjointed, which is set in a cannabis dispensary.
Arrested Development, Bojack Horseman and Orange Is the New Black were among the 10 titles to be given their own dedicated strain of marijuana ? complete with punny name and packaging in one of the spectrum of rainbow colours.
To pull off the project, Netflix partnered with Carrot ? a digital agency that is part of the Vice network ? as well as the Alternative Herbal Health Services (AHHS), a medical cannabis dispensary.
Carrot executive creative director Jonathan Santoro told Adweek that, for legal reasons, it was important that neither his studio nor Netflix ever "physically touched the flower".
They didn't technically sell it, either. Instead, Carrot acted more like curators, providing the AHHS with "descriptions of feelings for certain shows" and working with them to pair the series with their appropriate marijuana strains.
AHHS handled the weed, put it in packaging of Carrot's design, and sold it. Netflix's lawyers were also heavily involved, and worked with the state of California and the city of West Hollywood to make sure the company ? which repo...