Netflix took to the streets of New York to launch the season three trailer for Narcos.

The streaming service deployed a truck that stopped at various locations around Manhattan to show the trailer, and serve white powdered donuts and Colombian coffee to passerby throughout the day, offering a legal way to chase a high.

Twitter users could follow @NarcosNetflix to pinpoint the truck’s latest location.

Cocaine cartels are all about succession, Netflix says. The day Pablo Escobar went down, the Cali Cartel became public enemy number one, and the focus of Narcos’ season three.

The four emerging leaders are “the biggest drug lords you’ve probably never heard of,” and Netflix also launched quizzes on Twitter to test people’s knowledge and introduce the characters.

The four leaders operate their cartel much differently than Escobar’s, preferring to bribe government officials and keep its violent actions out of the headlines.

The kings include Gilberto Rodriguez Orejuela (Damian Alcazar), leader of Cali Cartel, “boss of bosses;” Miguel Rodriguez Orejuela (Francisco Denis), the brains behind the rise of the Cali Cartel and Gilberto’s brother; Pacho Herrera (Alberto Ammann), the on-the-low hitman who runs the Mexican connection and international distribution; and Chepe Santacruz Londono (Pepe Rapazote), who runs the satellite NYC empire of the Colombian drug network

Other new players include:

Jorge Salcedo (Matias Varela), Cali’s head of security who prioritizes his wife and kids’ protection over his bosses; DEA agents Chris Feistl (Michael Stahl-David) and Daniel Van Ness (Matt Whelan), who enter the operation with enthusiasm and inexperience; Franklin Jurado (Miguel Angel Silvestre), the cartel’s money launderer who unknowingly puts his wife, Christina (Kerry Bishe) in mortal danger, and David Rodriguez (Arturo Castro), Miguel’s oldest son, who is reluctant at first to take a leading role in the cartel structure.

Narcos premieres September 1.

RELATED: ‘Narcos’ Sets Season 3 Premiere Date, Teases the Cali Cartel


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