That's Just How The Cookie Crumbls
Pop culture is getting sweeter by the week, and it's not just your algorithm noticing - it’s your taste buds. From purple popstar treats to cookies designed by reality royalty, one dessert brand is turning celebrity moments into crave-worthy collabs you can eat. In this article, Hollywood Branded explores how Crumbl Cookies became the dessert of pop culture through viral partnerships and limited-edition drops.
From Bakery To Buzz
Crumbl Cookies has gone beyond your average sweet shop and stepped into the world of pop culture partnerships. Their weekly rotating menu has become a marketing playground for celebrity tie-ins, music promotions, and movie-themed treats. With eye-catching flavors, limited-time drops, and influencer appeal, Crumbl has mastered the art of blending food with fandom. Let’s explore some of their buzziest collaborations - and why they’ve become such a social phenomenon.
From Stage to Snack: Olivia Rodrigo & Benson Boone
In early 2024, Crumbl launched a cookie inspired by Olivia Rodrigo’s GUTS tour - a striking purple treat filled with triple-berry jam and topped with vanilla buttercream and glittery star sprinkles. Initially available near her concert stops, it later expanded nationwide due to fan demand. The cookie echoed Olivia’s album aesthetics and instantly became a TikTok favorite, combining visual flair with Gen Z star power.
Photo Credit: Olivia Rodrigo
Then in summer 2025, Crumbl collaborated with rising artist Benson Boone to release the Moonbeam Ice Cream Cookie, inspired by his song Mystical Magical. Featuring a chilled cookies & cream base and tie-dye frosting, it represented Boone’s dreamy soundscape in edible form - another reminder of how Crumbl turns music into multi-sensory experiences.
Photo Credit: Crumbl
Reality Royalty: The Kardashian-Jenner Cookie Takeover
In April 2025, Crumbl handed over the reins to reality TV’s most influential family for a six-cookie Kardashian-Jenner collection. Each cookie was crafted to match the persona of a different sister: from Kim’s Snickerdoodle Crumb Cake Cookie to Kylie’s Pink Confetti Sugar Cookie. The menu even included Kourtney's Flourless Chocolate Cake, a gluten-free chocolate chip cookie in honor of Kourtney’s lifestyle preferences.
Photo Credit: Crumbl
This takeover was pure social fuel - exclusive, polarizing, and tailored for maximum online chatter. Fans (and critics) couldn’t resist posting their reactions, and Crumbl embraced the virality. Whether you’re Team Kim or Team Kylie, there was a cookie for you - and a moment to share.
Photo Credit: People.com
Cinema Snacks: From Wonka To Freakier Friday
Crumbl has also leaned into Hollywood releases, including a Red Velvet Sandwich Cookie inspired by Wonka in late 2024. The cookie was decadent, whimsical, and golden ticket-worthy, capturing the magic of the movie through flavor and design.
Photo Credit: Play in La Quinta
More recently, Crumbl dropped a Key Lime Blackberry Cake to promote Disney’s Freakier Friday reboot in August 2025. The dessert played on the movie’s “flavor swap” theme - featuring cheesecake filling, berry glaze, and a surprise element that changed mid-week. These theatrical launches turn snacks into storytelling vehicles, blurring the line between promo and pastry.
Photo Credit: NEWS10 ABC
Why It Works: Limited Drops, Fandom, & Storytelling
Crumbl’s brand partnerships thrive because they speak the language of internet culture:
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Scarcity: One-week menus and tour-only drops fuel FOMO and urgency, driving immediate foot traffic.
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Aesthetic value: Every cookie is a photo op - bright colors, gooey textures, and bold designs practically beg to be posted.
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Pop-culture synergy: Aligning with stars and franchises gives Crumbl access to highly engaged fanbases who are already primed to share.
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Narrative design: Each cookie isn’t just a flavor - it’s a character, a moment, a reference that fans feel emotionally connected to.
Photo Credit: MSN
And then there’s the social media effect. Crumbl's strategy practically programs its products for TikTok and Instagram: unboxings, taste tests, rating videos, and “week in cookies” reviews have become their own genre of influencer content. People don’t just buy the cookies - they document the experience, debate the flavors, and feel part of a wider community of cookie critics. This organic UGC (user-generated content) becomes free advertising and drives the hype cycle week after week.
Photo Credit: Aria Connor YouTube
This strategy positions Crumbl as more than a dessert shop. It's a brand that lets fans eat their obsessions - and then post about them.
Crumbl Isn't Just Selling Cookies - They're Selling Culture
Crumbl’s partnerships with popstars, influencers, and movie studios aren’t just clever marketing - they’re proof that dessert can be a form of storytelling, community, and expression. Each limited-edition cookie invites fans to not just consume, but participate - through reviews, reactions, and online rituals. It’s a smart mix of flavor, fandom, and feed-worthy moments.
By baking cultural moments into every bite, Crumbl has built a brand that thrives at the intersection of taste and trend. It’s not just about what’s in the box - it’s about who’s talking about it next.
Photo Credit: Cozymeal
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