HBO is partnering up with major marijuana businesses to market a line of promotional cannabis edible gummies meant to bring attention to an animated series premiering next week, the entertainment giant announced on Monday.
The 10mg THC gummies are made by the marijuana company Kanha and will be available at select California dispensaries as well as via delivery from Eaze. Each blend was developed to produces effects the network says reflect the personalities of the four main characters from “Close Enough,” which will be streaming on HBO Max starting July 9.
“It has been so thrilling for my team and I to create a campaign that feels so authentic to Close Enough,” Peter Sherman, senior vice president of program marketing at HBO Max, said in a press release. “When crafting any campaign, our aim is always to create an experience for the audience that feels genuine and exciting, and this partnership with Kanha hits the nail on the head. We’re so excited about this one and we can’t wait to see how fans react.”
What’s interesting about the promotion—beside the fact that a major, international media company is working with the cannabis industry—is that the series doesn’t even seem to have much to do with marijuana. It’s an adult-themed comedic animated show that touches on themes like raising children and navigating careers. The trailer doesn’t even mention cannabis.
So instead, it seems HBO is simply embracing the culture of consuming marijuana while enjoying TV.