Would you pay $140 for cookies?

Cookies, delectable as they are, typically don't command a price tag that would make you do a double-take. But in the realm of culinary luxury, Last Crumb, a brand that took off in 2021, defied the norms by selling cookies for a staggering $140 a box – that's $12 per cookie. How on Earth did they manage to make this indulgent leap? It's a tale that revolves around positioning, packaging, exclusivity, and a touch of creativity that can teach us valuable lessons in the world of business.

Positioning: Where Perception Meets Price

Last Crumb had one mission: to transform the humble cookie into a symbol of luxury. They aimed to make cookies not just a tasty treat but an experience, much like high-end fashion. They recognized that to command a premium price, they had to be perceived as a premium brand. Here's how they did it:

1. Brand Visual Identity: Luxury Meets Minimalism

They embraced a chic and minimalist visual identity that mimicked luxury fashion brands. Their marketing and imagery radiated opulence, setting them apart from the average cookie maker.

2. Language is Everything

Last Crumb didn't merely sell cookies; they offered the "Last Crumb Experience." Their choice of words and phrasing mirrored the sophisticated tone of high-end fashion brands, creating a narrative that elevated the ordinary into something extraordinary.

3. The Perfect Unboxing

The packaging, as Last Crumb's branding agency, Truffl, put it, was designed to make other folks envious. The unboxing experience for their cookies was not just about the cookies themselves; it was a full-fledged event.

• Custom inserts positioned each cookie at a perfect 45-degree angle, enhancing the grand reveal.

• Each cookie was encased in a matte-coated bag, emphasizing quality and care.

• A magazine accompanied each box, adding a layer of storytelling to every bite.

By providing this premium experience, Last Crumb allowed customers to flaunt their cookies in the same way one showcases a designer handbag or luxury watch.

4. Exclusivity in the "Cookie Drop"

Last Crumb adopted a strategy reminiscent of streetwear giants like Supreme and Jordan. They launched exclusive limited collections known as "Cookie Drops." Co-founder Alana Arnold recognized the power of exclusivity from the outset.

Before each release, customers could join a waitlist via email or SMS. During the inaugural drop, the entire inventory sold out within minutes. By making their product feel exclusive, Last Crumb generated a waitlist of over 200,000 individuals, creating anticipation, fueling word-of-mouth marketing, and establishing themselves as a "status symbol."

A ticking countdown marked the availability of cookie boxes, creating excitement and urgency until the drop inevitably sold out.

Last Crumb's unique unboxing experience went viral, leading to over $1 million in sales within the first three months without a marketing budget. The brand's exclusivity and luxury set off a chain reaction: anyone who had a taste of these cookies felt the urge to flaunt them. Scarcity and limited-edition drops played a pivotal role in igniting this organic word-of-mouth phenomenon.

How to Apply These Lessons to Your Brand

So, what can you take away from Last Crumb's journey?

1. Emulate Luxury Brands: Draw inspiration from luxury brands in other industries and mirror their approach to design and branding.

2. Attention to Detail: Pay heed to every aspect of the customer experience, from the visuals to the language you use. The difference between appearing luxe and basic often lies in the details.

3. Embrace Exclusivity: The essence of luxury is rooted in exclusivity. Use scarcity and exclusivity to build anticipation and ignite word-of-mouth.

4. Design for Word of Mouth: Craft your customer experience as a "creative brief." Think about how you can motivate your customers to showcase your product and build organic word-of-mouth.

In a world where customer experience often trumps price, Last Crumb's story is a testament to the fact that you don't always need to lower prices to sell your product. Crafting an unforgettable experience can make customers more than willing to pay a premium for what you offer.