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Cinnabon Offers Free Coffee, Sweeps For 'Better Call Saul' Kickoff

Cinnabon clearly knows how to make the best of a good thing.

A year ago, Cinnabon parlayed a tossed-off crack in the penultimate episode of “Breaking Bad” into a golden ongoing brand integration scenario.

After the sleazy, low-rent lawyer character Saul Goodman, preparing to go into hiding, sarcastically observed, “If I’m lucky in a month from now, best-case scenario, I’m managing a Cinnabon in Omaha,” Cinnabon ignored the negative connotation. 

Instead, the brand gamely tweeted the actor Bob Odenkirk, who plays Saul, to suggest he visit Cinnabon’s careers page. And Kate Cole, the president of Cinnabon parent company Focus Brands, spent the following morning retweeting posts about the brand and Saul, reported Time.

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Cinnabon nimbly put together a partnership with the AMC show, and offered a free “mini-bon” — packaged in boxes featuring Saul — to each visitor to its stores on the evening of the debut of the “Better Call Saul” spinoff series. It also launched a social sweeps in which customers who tweeted selfies from Cinnabon stores were entered for a chance to win a year’s worth of Cinnabon baked goods.

In the second season of the show, now a big hit, Saul is still under cover and in his Cinnabon bakery manager’s job, and Cinnabon is again working hard to maximize the fruits of its partnership.

This year, on the day of the season premiere, Feb. 15, participating Cinnabons will give away one free cup of coffee to each visitor, all day.

In addition, through Feb. 22, fans who snap a selfie by striking a pose with the life-sized “Saul” standee in select Cinnabon locations and post them to Twitter using #SaulSelfie will earn a chance to win a trip for two to Albuquerque, N.M., the show’s hometown, and attend a “Better Call Saul” event.

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