Einstein Bros is finally revealing a well-kept secret about the family– there’s a third Einstein brother.
Soon you’ll understand why that secret was so well-kept.
At the end of the day, we know we can’t choose our family, but we can choose our breakfast.
Social
The Einstein Bros official twitter has been hacked, but who’s behind this?
To kick off the campaign, a series of uncharacteristic tweets will be posted.
Since larger competitors can spend more money on traditional advertising, we’ll focus advertising efforts on earned media.
Einstein Bros can engage directly with consumers through social media by creating a memorable character that exists within its creative universe.
The cryptic tweets will be followed by a character reveal:
And finally, an explanation:
The Third Einstein Bro is a wild card.
He’s the weird cousin you only see once a year at the family reunion. You try your best to hide behind your other relatives, but he somehow finds you and starts talking about cryptocurrency.
We want to create a character whose personality lends itself to chaos and is someone everyone can recognize.
And if you don’t know who the Third Einstein Bro is in your family…
Art Director: Bagel bro Derrick Lam