Unless you have been living under a rock, you’ve probably heard of Crumbl cookies and seen the many cookie review videos floating around TikTok. In the very crowded world of baked treats, Crumbl Cookies has carved out a notable presence, particularly through their savvy marketing and strategic brand collaborations. Yet, despite the company’s remarkable brand awareness success, the actual product often fails to live up to its hype, leaving many customers disillusioned. Leaving the question… why are they getting so much hype if the actual product tastes bad? 

Star-Studded Collaborations

Crumbl Cookies has cleverly leveraged its brand through collaborations with high-value influencers. Two recent standout partnerships have been with Kylie Jenner and Olivia Rodrigo. Kylie Jenner, launched her new skin tint blurring elixir range with a Crumbl Cookies collaboration – capitalising on the trending review videos circulating TikTok and other social channels. A powermove for both brands, this collaboration has elevated the Crumbl brand to new heights. However, the actual cookies that were released were met with mixed reviews with some reviewers rating them low in terms of the actual taste. 

Similarly, Olivia Rodrigo recently collaborated with Crumbl cookies, releasing a limited edition flavour to be launched at stores near each of her upcoming “GUTS” tour locations. These collaborations have positioned Crumbl Cookies further in the limelight, aligning the brand with some of the most influential figures in contemporary pop culture. The endorsements have translated into substantial social media buzz and heightened brand visibility. Crumbl cookies now boasts over 8.8 million followers on TikTok and 5.9 million on Instagram!

Aesthetically moreish

Crumbl Cookies has also capitalised on the power of visuals, curating an aesthetically stunning feed across their social channels that showcases their products in the most appealing ways. Their Instagram strategy is a masterclass in aesthetic branding. Each post is meticulously crafted, featuring cookies in carefully curated arrangements with vibrant, eye-catching backgrounds. The presentation is nothing short of mouth-watering, making followers eager to try the cookies for themselves. However, the viral food reviews across TikTok and Instagram don’t seem to live up to the visuals garnering very mixed ratings on flavour and texture…

User-Generated Content on TikTok

On TikTok, Crumbl Cookies has enjoyed a surge of user-generated content (UGC). The platform, known for its viral trends and authentic user reviews, has been a double-edged sword for the brand. On one hand, Crumbl’s presence on TikTok has kept it relevant and trendy, with countless users posting their experiences and reviews of the cookies, marketing the new flavours every week. 

However, this exposure has also laid bare the disparity between the brand’s marketing and the actual quality of its product. While Crumbl’s marketing paints a picture of irresistible, high-quality cookies, many TikTok reviews tell a different story. Numerous users have given the cookies low ratings, criticising their taste and texture. Complaints often highlight issues such as the cookies being overly sweet, underbaked, or lacking in flavour.

The Reality Behind the Hype

The disconnect between Crumbl Cookies’ marketing success and the actual product quality is a significant concern. The brand’s ability to create buzz and attract attention through influencer endorsements and stunning visuals is undeniably impressive. However, these efforts fall short if the product itself does not deliver and they can’t curate a loyal fan base. 

Crumbl Cookies’ marketing strategy is undoubtedly a case study in successful branding. However, customer feedback suggests that Crumbl’s cookies often do not justify the high expectations set by their marketing. This has led to a growing sentiment of disappointment among consumers, who feel misled by the brand’s polished image. Recently the brand has deviated and branched into other baked goods outside of their core cookie range. Time will tell if this is a clever move or if they are risking the core product that they have become renowned for…