Cinnabon giving Better Call Saul fans free taste of sadness today
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In the opening moments of last night’s Better Call Saul premiere, it’s revealed that Bob Odenkirk’s Saul Goodman has fulfilled his bleakest self-prophecy by ending up the manager of a Cinnabon in Nebraska. The ignobility of Saul’s circumstances and the drudgery of his days are laid out for the viewer like a thick blanket of dough. Saul’s consignment to an eternity in an anonymous shopping mall is presented as a sticky purgatory—a limbo where the days loop on and on into each other like a particularly bitter cinnamon roll, and Saul feels trapped under enormous weight and full of regret, like someone who ate at Cinnabon. And now Cinnabon invites Better Call Saul fans to experience that desolation firsthand.
Today, Feb. 9, at all Cinnabon locations from 5 p.m. to 9 p.m.—Cinnabon’s most shame-filled hours—you can get a free MiniBon just for showing up, in honor of the Saul premiere. That MiniBon will even reportedly come in Saul-themed packaging, as a small reminder of its connection to lives of quiet desperation. For an even bigger reminder, other Cinnabon products will still come in regular Cinnabon packaging.
