Last night’s phenomenal series premiere of Better Call Saul (recap here) opened with a dejected, paranoid Saul Goodman — a former shell of himself — managing a mall Cinnabon in Omaha, Nebraska. It was one of the most depressing scenes that has probably ever taken place inside of a Cinnabon. As product tie-ins go, it was maybe not quite as bleak as television characters having breakfast at Denny’s in matching Kenny Rogers t-shirts after watching a man get his throat slashed and having to dismember and dissolve the body in acid — but it was up there.
But if you think that means that Cinnabon isn’t going to milk this tie-in for all its worth, you would be sorely mistaken. As such, if you stop in a Cinnabon this evening between 5:00 and 9:00 p.m., you’ll be treated to a “Mini-Bon” compliments of Cinnabon, and according to AdWeek, it will even come in come in Saul-themed packaging.
Craving some sweets after last night? Go to @Cinnabon TONIGHT from 5pm-9pm to receive a FREE MiniBon before a new #BetterCallSaul at 10|9c!
— Better Call Saul (@BetterCallSaul) February 9, 2015
For their part, Cinnabon couldn’t be more thrilled about the tie-in, and apparently Bob Odenkirk even prepared for the role by training at an actual Cinnabon:
Does our newest team member look familiar to anyone else? #BetterCallSaul pic.twitter.com/hkruEELNpv
— Cinnabon (@Cinnabon) February 9, 2015
First Undercover Boss, now #BetterCallSaul – it's official, our buns are more famous than @KimKardashian's.
— Cinnabon (@Cinnabon) February 9, 2015
This all has apparently been in the works for awhile now, ever since in “Granite State,” the second to last episode of Breaking Bad ever, Saul Goodman’s character said: “If I’m lucky in a month from now, best-case scenario, I’m managing a Cinnabon in Omaha.”
Pretty cool on Cinnabon’s part. So go get yourself a free Mini-Bon and then tune into the second episode of Better Call Saul tonight at 10:00 p.m.