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ITNTW: Cookie Crumbl’ed

What began as an exciting activation that had all of Australia buzzing quickly spiralled into a messy online drama. Crumbl Cookies, a popular US-based dessert chain known for its celebrity endorsements, from celebrities such as Kylie Jenner frequently posting on her socials – has captured the interest of people globally. While the brand is currently limited to the USA and Canada, news of a one day pop-up in Sydney, Australia set social media alight.

A TikTok account named CrumblSydney appeared two weeks ago, sharing teaser videos and sneak peeks in the lead-up to the pop-up store set to be held on September 29th. Many Sydneysiders attended the event, waiting in line for hours just to get a taste of the famous cookies. However, upon reaching the front, customers were shocked by the steep price of $17.50 per cookie. Despite this, many still purchased large quantities, eager to try the much-talked-about dessert.

Initial reactions on social media were mixed, with many reviews labelling the cookies as mediocre and speculating that the hype was just a clever marketing ploy. But the real bombshell dropped the next day when the internet uncovered that the Sydney pop-up wasn’t officially linked to Crumbl Cookies at all. The CrumblSydney TikTok account turned out to be run by fans, not the actual company, who wanted to bring the brand to Australia.

Outrage followed swiftly, as people felt deceived. From debunking theories to harsh online criticism, the internet had plenty to say, and there was no escaping the backlash for this unauthorised pop-up event. After facing relentless backlash, the CrumblSydney TikTok account issued a vague statement, confirming what the internet had already speculated, but offering no real justification for their actions. Shortly after, they deleted the account entirely, fueling even more online speculation.

The controversy even caught the attention of Crumbl Cookies’ co-founder, Sawyer Hemsley, who left a comment on popular TikToker elle_easternsuburbsmum’s review of the cookies, saying, “You need to try them fresh in the States! PS: This pop-up is not affiliated with Crumbl Cookies.” He also responded to another comment with, “It appears we need to expedite our visit to Australia. Please note, this pop-up is in no way affiliated with @CrumblCookies.”

This behaviour is not endorsed. The unauthorised activation has violated multiple laws and terms of service, which in most cases can lead to ugly consequences. As of now, it remains unclear if any legal action will be taken, but the situation has raised significant concerns.

What we do know is that, despite the negativity surrounding the pop-up, this incident has demonstrated that Crumbl Cookies could sell their products at a premium price, highlighting a surprising demand. In a way, it has served as an unintended social experiment for the company. As Hemsley hinted, this controversy may have accelerated Crumbl’s plans to officially expand into Australia.

I guess only time will tell if Crumbl is able to turn this problematic pop-up store into a positive and survive the Australian market. 

Written by Michelle Yeow – PR & Influencer Coordinator @ InsideOut PR & AsSeenOn

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