On 9 March 2026 Cinnabon unveiled a 'Swirled Soda' promotion tied to two reality shows, ABC's The Bachelorette and Hulu's The Secret Lives of Mormon Wives, with themed cups and packaging. A week later the tie-in was gone.
On 16 March, TMZ reported that police in Draper, Utah were investigating a domestic-violence case involving Taylor Frankie Paul, the Mormon Wives star and Bachelorette contestant.
On 17 March Cinnabon said it had 'made the decision to terminate its collaboration' because the allegations 'no longer align with our brand values'. Production on Mormon Wives was paused the same week. The promotion had been live for about eight days.
Cut the eight-day-old promotion the day after the report, because a new tie-in's sunk cost was small and the shows took the hit.
The collaboration's whole point was the shows' wholesome family image, and a domestic-violence investigation centred on its lead cast member contradicted it in the first week.
Cinnabon's customers are families in malls and airports; the investigation put the brand's name next to a domestic-violence story on every news feed.
The tie-in was new, so the sunk cost was small: cutting it days after launch cost less than defending it for a season.
The freshest collab dies fastest: the promotion was eight days old, so walking away cost Cinnabon little while the shows took the hit. New tie-ins are the cheapest to cut.
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