It’s not just what you do; it’s how you market it.How do you turn something ubiquitous like a cookie into a coveted, exclusive luxury brand? Last Crumb knows.Born in LA in 2021, Last Crumb is the Rolex of cookies. From their clever brand voice and brilliant marketing to their oversized luxurious packaging, these are not your Grandma's cookies. Each box of Last Crumb includes 12 individually named and packaged cookies for $140. That's right, I said ONE HUNDRED AND FORTY DOLLARS. Add the fact that you can only *attempt to buy them on Tuesday at noon before they sell out in seconds (every week!), and it's clear why these are the cookies that A-listers keep on giving. For these reasons, I included Last Crumb as one of a few brand examples mentioned in my book, On Brand, for their best-in-class marketing genius, taking luxury and the customer journey to the next level. You even need a login to view the collection on their site.
|
