Einstein Bros.® Bagels, a leading quick-casual company known for its fresh-baked bagels available in a variety of flavors and signature double-whipped shmears, enlisted Coyne to develop an engaging, buzz-worthy and disruptive marketing campaign to launch its new Boosted Bagels platform and drive brand relevance with its core and target consumers.

To generate widespread awareness for the Boosted Bagels launch, Coyne leaned heavily on the Espresso Buzz Bagel, made with 32mg of caffeine (nearly as much as a can of cola), to develop Nurse The Buzz, a dynamic campaign that celebrated a group that needs a good buzz to keep themselves going through long shifts – nurses.