Netflix’s Narcos’ Season 3 tells the story of the rise and fall of cocaine kings the Cali Cartel. But while the show has so far given fans an understanding of what made Pablo Escobar tick, they still don’t know a great deal about the Cartel.
To promote season 3 in the US, Doner LA, the agency that does “Audacious Things for Ambitious Brands”, is giving people little grabs of info about the drug organisation – attached to stickers and coasters, which feature rolled up money notes dusted with cocaine residue.
The coasters stickers are being planted in places where cocaine use – much of it being made possible by the Cali Cartel’s underworld business – was rife in the ‘90s. In the bathrooms of bars and clubs in Los Angeles, Chicago, New York and Miami.
The ads include one-liners and facts about the Cali Cartel to get them ready – and excited – for the next wave of Narcos shows on Netflix.
Netflix used the same education campaign to create a buzz in advance of Seasons 1 and 2. Last year, Netflix launched a Tumblr site called Narcopedia, an interactive experience through the history of cocaine with in-depth information about the war on drugs.
According to social analytics company, Brandwatch, there have been more than 7,000 mentions of Cali Cartel online in the month during which the campaign has run, compared with Pablo Escobar’s 2,300
Agency: Doner Los Angeles
Executive vice president & chief creative officer: Jason Gaboriau
Creative directors: Drew Brooks & Michael Cessario
Design director: Drew Brooks
Art director: Nomin Boutchard
Copywriter: Lucas Nelson
Vice president & brand leader: Sara Schwartz
Brand Leader: Matt Phillips
Producer: Britta Couris
Print production supervisor: Doug Thompson
Art production supervisor: Kathryn Lyons-Urbanek