HBO Partners With Cannabis Companies To Promote New TV Series

By The Fresh Toast's Maria Loreto, provided exclusively to Benzinga Cannabis.

A new HBO Max animated series will use THC gummies for marketing, available for purchase throughout the month of July.

On Monday, HBO announced that they’d be partnering with different cannabis companies to help promote their new animated series, “Close Enough.”

The gummies will contain THC and will be made in partnership with Kanha. These products will be available in select dispensaries throughout California and will also be available via delivery with Eaze. The gummies can be purchased in different flavors, each illustrating a different character of the show and their personalities.

“It has been so thrilling for my team and I to create a campaign that feels so authentic to Close Enough,” said Peter Sherman, senior vice president of program marketing at HBO Max. “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.”

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The series, although adult oriented, seems like it doesn’t have a lot to do with weed. It’s co-produced by Cartoon Network, a brand you’d never think would want to be associated with cannabis.

Here’s how HBO Max describes the show:

“From JG Quintel, creator of the Emmy Award-winning Regular Show comes Close Enough, a surreal animated comedy about a married couple, their five-year-old daughter, and their two divorced best friends/roommates all living together on the east side of Los Angeles. They’re navigating that transitional time in your 30s when life is about growing up, but not growing old. It’s about juggling work, kids, and pursuing your dreams, while avoiding time-traveling snails, stripper clowns, and murderous mannequins. Their life may not be ideal but for now, it’s close enough.”

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Companies like Netflix have done partnerships with cannabis brands in the past in order to promote movies like “El Camino” and the series “Disjointed” and “Bojack Horseman.” This is a first for HBO, which is likely trying out new ways to market through their new channel, HBO Max, which seems to have been built to compete with Netflix.

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