From celebrity endorsements to reviews on weekly lineups, Crumbl cookies have taken the internet by storm over the past year and a half. With unique flavors and being the focal point of many Tik Tok “mukbangs” (videos of creators eating), going to Crumbl for their weekly lineup has been a consistent activity for many Tik Tok creators, as well as customers.
Crumbl is widely known for their unique flavors that change weekly, and although this is an ingenious idea, Crumbl should be commended most for their brilliant marketing.
Crumbl’s brand marketing focuses on customer experience, and creating an “Instagrammable” moment for customers, which contributes to the appeal of the brand. Customers not only receive their product, but also an “aesthetic”experience to accompany it.
Crumbl has also collaborated with celebrities, including Olivia Rodrigo to make a custom cookie of the week. While the actual cookie has received mixed reviews from customers, it has been posted and reviewed all over the internet, with even celebrities like Lili Reinhart and Kylie Jenner filming review videos and posting them on social media.
“I think the actual cookies are alright, it’s more about the experience of trying all of them and their overall look and aesthetic that makes Crumbl fun to go to” says senior Aryam Agili- Shaban.
Senior Edwin Olguion agrees, describing Crumbl cookies as “pretty good but a little expensive”, and how people only go because it is “trendy”.
Overall, Crumbl is a perfect example of a brand that went viral not for its superior quality products, but for its strategic marketing and endorsements.
