The King of Cannabis
Seth Rogen has established himself as a cannabis icon. After creating and starring in some of the most hilarious and influential stoner comedies of all time, such as Superbad, Pineapple Express, and This Is the End, Rogen and his creative partner Evan Goldberg have decided to enter the world of marijuana retail.
Earlier this year, the pair launched the brand Houseplant in America (after having launched it in their home country of Canada two years prior), offering not only top-shelf weed – at top-shelf prices – but stylish and retro homeware such as the table lighter which will definitely be making a comeback to a coffee table near you. Not long after launching, the site crashed due to the demand of Rogen’s fans, and the excitement only grew stronger after that. In this blog, Hollywood Branded will explore Houseplant as an example of how celebrities can use their personal passions and established fan bases to launch a successful business.
Establishing Expertise
Seth Rogen is a Canadian actor, screenwriter, director, and producer most known for his comedic flair. Rogen began as a stand-up comedian in his home city of Vancouver before launching his Hollywood career with his role as Ken Miller in Judd Apatow’s Freaks and Geeks (1999).
From there, he found his niche with a community of stoned individuals looking for a good laugh. With well-known actors and comedians such as Bill Hader, Jason Segel, Jonah Hill, and more as his frequent collaborators, Rogen quickly rose to prominence and his appearance in film and television became synonymous with the on-screen consumption of copious amounts of marijuana.
During a 2008 appearance on The Daily Show following the release of Pineapple Express, Rogen noted that he had never gone into a movie wishing he wasn’t stoned, only wishing, if anything, that he was more stoned. It is no surprise then that he centers much of his films around the experience of smoking. Over time, this motif translated into his own personal brand of cannabis comedy and cemented him as an influential voice in the world of weed. Why not make your personal brand into a business?
Well, that’s exactly what he did. Rogen and his long-time collaborator and friend Evan Goldberg first launched Houseplant – a Cannabis retailer and distributor - in Canada in 2019. At this time, the legal status of marijuana in the United States was too precarious to bring Houseplant across the border, but its Canadian consumers did more than enough to support the brand in the meantime.
Rogen and Goldberg note that having a cannabis brand was always a dream of theirs, with Rogen adding that Houseplant was “born out of our love and passion for cannabis, design, and art.” Their dedication and excitement have enabled the brand to expand into new creative horizons, and their fans continue to rally in support.
Mixing Pot and Pottery
Under the lockdown and stay-at-home orders that arose out of the Coronavirus pandemic, Seth Rogen took the time to explore a new hobby: ceramics.
In his home garage pottery studio, he fashioned funky vases, dishes, and, of course, ashtrays. His new passion swept the internet off its feet as he shared images of his creations regularly to social media. After circulating some excitement, Rogen spoke with The Cut about his endeavors in pottery, highlighting his love of experimentation within the medium and the never-ending possibilities that come with glazing, firing, shaping, etcetera. He endearingly notes – “I think I’m still in a phase where I’m so enamored with the novelty that I’m creating something physical that I can use and interact with. I put flowers in my vases! I rest my joints in my ashtrays! I don’t think I’ve gotten over that. I’ve never had a particular affinity towards any things, and now I’m creating vases that I really actually love.”
With the launch of Houseplant, Rogen is spreading the love in offering an assortment of houseware goods such as ceramic ashtrays (with matching saucers), a set of three specially curated vinyl records meant to accompany the strains of marijuana, and a table lighter.
Seth Rogen is bridging his passion for art and design with his iconic standing in the realm of cannabis, and the results are incredible.
Following Through
While many celebrities have come to be associated with a product that they are often seen with or have been known to enjoy, that does not always lead to them launching a successful business around it. At this point, it is clear Seth Rogen has a valuable perspective on weed, but will Houseplant’s strains wow the consumer?
In another review and interview, reporters from The Cut outline the strains available from Houseplant and clue the reader into their thoughts on the quality and effectiveness before the products were released to the public. Modeling the names after their iconic stoner action film Pineapple Express, each strain is named after a particular weather system, the first two being Pink Moon and Pancake Ice (which – fun fact – is a type of ice formed in circular patterns on the sea). The reviewers categorized Houseplant as a “routine weed-smoking experience, something you might easily integrate into your day-to-day,” which is what Rogen and Goldberg were going for, as day-to-day is how they use weed in their personal lives.
This positive review has been reaffirmed as the products were officially launched on March 11, 2021. Since then reviews have been pouring in via social media praising Houseplant for its quality (in cannabis and houseware) and for its well-designed, visually appealing packaging. The only negative reviews are from people wishing the laws in their state permitted them to buy Houseplant’s products!
Climbing Higher
Seth Rogen has built Houseplant into a successful and expanding business through his creativity, collaboration, and, most importantly, his authenticity. There is something that feels right about buying cannabis from Seth Rogen, something trustworthy. Not only is he a reliable source, but his friendly down-to-earth personality, which his fan base has been enjoying and getting to know for years, has cultivated an intimate connection between the consumer and his products.
The laid-back energy Rogen brings to the Houseplant business model is reflected consistently across products, packaging, and general branding that creates a smooth and enjoyable experience. Much like a typical Seth Rogen film, Houseplant has a unique and timeless style that is sure to keep fans coming back for more while remaining accessible and approachable to newcomers.
Using his already well-established presence as a celebrity while staying connected to his roots gives Seth Rogen an edge in turning his creative interests into a brand that is set to become a household name (as far as stoners are concerned).
Scratching the Surface of Celebrity Brands
While Houseplant is a great example of successful celebrity branding, it is not the only one! Check out these previous blog posts from Hollywood Branded to learn more about celebrity brands and what makes them work.
- The Success of Celebrity-Founded Brands
- 20 Celebrities With Their Own Clothing Lines
- Kylie’s Kreative Kontent: A Marketing Powerhouse
- 10 Celebrities And Their Beauty Brands
- 8 Celebrities and Their Fitness Lines
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