How To Sell $140 Cookies

How do you make people pay $140 for a box of 12 cookies? $12 a cookie. Sounds impossible, right?

Let’s be real - cookies aren't typically associated with luxury, but Last Crumb, a brand based out of LA, put a luxury spin on cookies…

Since their launch in 2021:

LOL... This is one of those in disbelief lol’s.

So, how did the hell did Last Crumb transform cookies into a luxury status symbol?

Here’s what you’re going to learn from the cookie gods:

• How positioning affects perception and price
• The packaging experience created to be shared on social
• How to use copywriting to differentiate yourself from competitors
• How to use drops to create hype and build up demand
• How to use scarcity to fuel UGC and drive digital word-of-mouth

All in the case study below.

Emulating Luxury Fashion Brands in Customer Experience

According to the Last Crumb branding agency, Truffl, they aim to position Last Crumb as “a luxury status symbol”.

And treated like a luxury fashion item.

Taking inspo from luxury fashion brands, the Last Crumb crafted a premium customer experience through its visual elements, copywriting, and product packaging designs.

• Brand Visual Identity

A chic and minimalist brand visual identity, featuring high-fashion imagery that radiates luxury and sets Last Crumb apart from the ordinary cookie brands.

• Brand Voices and Copywriting

Last Crumb meticulously selects their language to mimic luxury fashion brands.

When you go on the Last Crumb site, it's not just about ordering cookies online; it's about immersing yourself in the "Last Crumb Experience” which differentiates them from other cookie companies.

Examples:

• Product Packaging

Truffl highlighted that the product packaging was created with the goal of “making receipts the envy of neighbors and social media followers alike.”

The box contains:

• Custom inserts that position each cookie at a 45-degree angle for a perfect reveal.
• Matte-coated bags for each cookie.
• A magazine that comes with every box, adding a story to every bite.
• Social status signaling is a crucial value that luxury brands offer.

And Last Crumb created a similar customer experience to let customers “show off” their cookies like a designer bag.

Creating Hype through Exclusive Drops

Last Crumb adopts the streetwear model, similar to a Supreme, Represent, or even Jordan drop, with its exclusive limited collections known as "Cookie Drops."

And this is something Co-founder Alana Arnold wanted to execute since the beginning:

Before each release, customers have the opportunity to join a waitlist via email or SMS. During the brand's inaugural drop to its initial 300 subscribers, the entire inventory was sold out within minutes.

The essence of luxury is rooted in exclusivity – the possession of something not easily attainable by everyone. This strategy aligns perfectly with Last Crumb's strategy to establish itself as a "status symbol."

Because of it, Last Crumb garnered a waitlist of over 200,000 individuals, generating hype and fostering organic word-of-mouth marketing.

A ticking countdown marks the availability of cookie boxes, generating excitement until the drop inevitably sells out.

Igniting Word of Mouth by Giving Customers a “Creative Brief”

Last Crumb went viral because of the unboxing videos that took over the internet, which led to selling $1mm+ in the first 3 months with a $0 marketing budget,

The exclusivity and luxurious nature of the brand sets in motion a virtuous cycle where anyone who gets their hands on these cookies is compelled to show them off.

The concepts of scarcity and limited-edition drops play a pivotal role in fueling this organic word-of-mouth phenomenon.

Plus, Last Crumb gave customers something compelling to talk about by creating a unique cookie-tasting ritual that turned into a creative brief.

How To Implement:

Ok. How you can apply the Last Crumb learning to elevate and grow your brands?

• Draw inspiration from luxury brands in other industries and mirror how they approach brand designs.
• Pay attention to every detail of the customer experience, down to each word you use, lookbook vs. menu is the difference between luxe and basic.
• The essence of luxury is deeply rooted in exclusivity. Use scarcity and exclusivity to build anticipation, establish your brand as a "status symbol.", and build word of mouth.
• Design the customer experience as a “creative brief”. Think about what you can do to motivate customers to showcase your product and build organic word-of-mouth.