He teased with this tweet on February 28:
Sometimes it’s the night before you launch something that you’ve been working on for ten years and for me that night is now.— Seth Rogen (@Sethrogen) March 1, 2021
On March 1, Rogen sent out this double tweet featuring his Pancake Ice strain:
This is our Pancake Ice sativa. (All our strains are named after weather systems like we did with Pineapple Express). Our Pancake Ice is what I smoke all day. It’s over 33% THC. pic.twitter.com/buLcuLwZgg— Seth Rogen (@Sethrogen) March 1, 2021
He followed with this video:
Almost ten years I go, I envisioned having my own weed company. And today I can say that my company Houseplant's weed will be available in California next week! Also, Houseplant is making lovely Housegoods like ashtrays, lighters, and YES, even ceramics. https://t.co/TNjpWFhbWB pic.twitter.com/00xR8QKNH3— Seth Rogen (@Sethrogen) March 1, 2021
"I've been working on my own weed company for the last 10 years. We're finally ready to launch in America. It's called Houeplant and what we're doing is to try to bring you the best strains of weed that have been hand-picked - by that I mean hand-smoked - by me. Just the weed that I want to to be smoking. It comes in these adorable little tins. We have an orange one for sativa, a purple one for indica and it even stacks! Another thing we're doing is making beautiful Housegoods for people who smoke weed, like this block table lighter. It's a table lighter with an ashtray for a lid. I lose my lighters all the fucking time. But no more, because this dude is hard to lose. This is just the beginning. This is honestly my life's work. I've never been more excited about anything. I hope you enjoy it."
Rogen finished the campaign with this short clip:
Our website is back up! Please go to https://t.co/TNjpWFhbWB for information about our weed and Housegoods. This is some of our Pancake Ice which is a 33% sativa and I smoke it allllll day. pic.twitter.com/lxysigKKjJ— Seth Rogen (@Sethrogen) March 2, 2021
Rogen and his movie production partner Evan Goldberg founded Houseplant in Canada, where they partnered with Canopy Growth. (Rogen and Goldberg are from British Columbia.) It's unclear who's partnering with Houseplant in California.
More Rogen Links