Crumbl Cookies deliberately avoided collaborations with influencers or celebrities, preferring an organic growth strategy. This decision was rooted in the belief that the brand’s identity and reputation would flourish naturally, without the influence of external figures. However, a downturn in sales during the summer of 2023 forced Crumbl to reassess its approach. Faced with declining revenue, the company made a significant shift in its business model. They rebranded as “Crumbl,” expanded their menu to include a wider variety of dessert items, and strategically partnered with high-profile celebrities and influencers to reinvigorate the brand.
Willy Wonka Red Velvet Sandwich Cookie
The first major celebrity collaboration came in December 2024, coinciding with the release of the Wonka movie. Crumbl introduced a limited-edition Willy Wonka Red Velvet Sandwich Cookie, a decadent creation designed to tie in with the film’s launch. This special edition cookie was available for just one week, aligning with the movie’s mid-December release, generating considerable buzz among both moviegoers and Crumbl fans alike.
Olivia Rodrigo with the GUTS cookie
Following the success of the Willy Wonka cookie, Crumbl announced its second major partnership, this time with pop sensation Olivia Rodrigo. On February 16th, 2024, the GUTS cookie was launched, named after Rodrigo’s hit album. Throughout her tour, Rodrigo actively promoted the collaboration, frequently sharing TikToks and Instagram stories featuring her enjoying the GUTS cookie. This constant visibility on social media boosted the cookie’s popularity, making it a must-try item for her fans and contributing to Crumbl’s resurgence.
Kylie Jenner and Kylie Cosmetics
A few months later, Crumbl made waves with another high-profile collaboration, this time with Kylie Jenner and her beauty brand, Kylie Cosmetics. On July 22nd, 2024, Jenner took to Instagram to announce a special one-day event at Crumbl’s West Hollywood location. The exclusive event featured six unique cookie flavors, including confetti cake batter, “Kylie’s” pink sugar, banana caramel, churro con leche, snickerdoodle cupcake, and milk chocolate brownie. The partnership with Jenner, a social media powerhouse, created immense hype, drawing huge crowds to the West Hollywood store.
- confetti cake batter
- “Kylie’s” pink sugar
- banana caramel
- churro con leche
- snickerdoodle cupcake
- milk chocolate brownie
Beetlejuice Cake
Crumbl’s fourth major collaboration came in September 2024, tying into the highly anticipated release of the Beetlejuice movie. The brand introduced a Beetlejuice Cake, a themed dessert celebrating the film’s launch. This partnership with the Beetlejuice team marked another strategic move by Crumbl, capitalizing on the movie’s fanbase to further boost sales and engagement.
By aligning itself with pop culture moments and influential figures, Crumbl successfully revitalized its brand, proving that a well-timed partnership can breathe new life into a company. These collaborations not only helped Crumbl recover from a sales slump but also cemented its place as a key player in the dessert market, adapting to modern marketing trends and consumer interests.
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