Podcast Summary: Armstrong & Getty On Demand – It's Sweeping the World...And I've Never Heard Of It!

Episode Release Date: December 17, 2024
Host/Author: iHeartPodcasts
Podcast Title: Armstrong & Getty On Demand

Introduction to the Crumble Cookie Craze

In this episode of Armstrong & Getty On Demand, hosts Jack and Joe delve into the burgeoning phenomenon of Crumble Cookies—a trend that's rapidly gaining traction among teens nationwide. The discussion begins with Joe introducing the topic with a mix of surprise and intrigue:

Joe [01:00]: "It's sweeping and I've never heard of it. It's one more thing. Armstrong and Getty. One more thing."

Jack draws a parallel between this new craze and the global sensation BTS, highlighting the virality and aesthetic appeal of the trend:

Jack [01:08]: "It's like I saw a picture of the hot new boy band the other day. The new BTS."

The Rise of Crumble Cookies

Joe expounds on the origins and explosive growth of Crumble Cookies, emphasizing the role of social media in propelling the brand to national fame:

Joe [07:04]: "Our strategy right from the beginning was social media," says Jason McGowan, the company's co-founder. "We designed this with social media in mind."

The hosts discuss how Crumble Cookies leverages platforms like TikTok, YouTube, and Instagram to create weekly flavor announcements that become viral sensations. This approach not only keeps the brand relevant but also fosters a community of loyal customers eager to try the latest offerings.

Social Media Strategy and Marketing Genius

Jack and Joe analyze the meticulous social media strategy employed by Crumble Cookies' 30-person social media team. They highlight how professional filming and photography are used to showcase the cookies, making each new flavor release an event in itself:

Joe [06:02]: "They have a 30 person social media team with professionals who film and photograph the cookies for their weekly flavor announcements and build like a viral."

The discussion underscores the effectiveness of this strategy in creating buzz and maintaining customer engagement, ensuring that Crumble Cookies remains at the forefront of youth trends.

Cultural Impact and Youth Engagement

The conversation shifts to the broader cultural implications of Crumble Cookies' success. Joe remarks on the economic power of girl pop culture and how brands are increasingly tapping into these dynamics to drive sales:

Joe [12:06]: "It's about the economic power of girl pop culture, as the movies Barbie and Wicked have shown, as Taylor Swift has shown."

Jack raises a critical point about the sustainability of such trends, comparing Crumble Cookies to Krispy Kreme—acknowledging that while viral success can be fleeting, Crumble Cookies' innovative approach may offer a longer lifespan:

Jack [06:36]: "I just wonder because like Krispy Kreme donuts did this and a lot of the Krispy Kreme locations came and went... Are people going to continue to come and get this product?"

Sustainability and Long-Term Viability

The hosts ponder whether Crumble Cookies can maintain its momentum beyond the initial wave of social media-driven popularity. They reference past brands that enjoyed temporary fame before fading away, questioning if Crumble Cookies' diverse flavor offerings and community engagement will secure its longevity.

Jack [13:24]: "I'll be interested to see if you can make that last, because you have to be able to still be open a year later when the TikTok challenge craziness of it wears off."

Joe counters with optimism, suggesting that the integration of customer feedback into new flavors and the strong community presence could differentiate Crumble Cookies from other fleeting trends.

Humorous Take on Calorie Counts and Personal Anecdotes

Interspersed with the main discussion, Jack and Joe share light-hearted banter about the high-calorie content of Crumble Cookies. Michael, one of the recurring guests, brings humor into the conversation with a tongue-in-cheek comment:

Michael [05:02]: "I'd give up my toes for that."

The hosts continue to joke about their struggles with sabotaging their diets by indulging in the delicious yet calorie-laden treats, adding a relatable and entertaining layer to the discussion.

The Business Model and Consumer Engagement

Joe elaborates on Crumble Cookies' unique approach to consumer engagement by incorporating customer reviews and encouraging social interaction around their products:

Joe [13:09]: "Crumble puts reviews up on their website as people film little TikToks or Instagrams or whatever to review the... They even put the negative ones up there. It's like, hey, we're a community. Let's all talk about it and talk about what flavors we like."

This transparent and community-focused strategy not only builds trust but also fosters a sense of belonging among customers, further driving the brand's popularity.

Final Thoughts on Modern Marketing and Consumer Behavior

As the episode draws to a close, Jack and Joe reflect on the intricate relationship between modern marketing techniques, social media influence, and consumer behavior. They discuss how brands like Crumble Cookies exemplify the shift towards highly interactive and trend-driven business models that resonate deeply with younger demographics.

Joe [14:51]: "Especially in the modern world with all of its tools and avenues to find out about stuff and get approval and thumbs ups and hearts. And all for you agreeing with other people."

The hosts conclude by contemplating the future of such trends and the potential challenges brands may face in sustaining consumer interest over time.

Conclusion

It's Sweeping the World...And I've Never Heard Of It! offers insightful commentary on the meteoric rise of Crumble Cookies, delving into the strategies that have propelled it to national fame and examining the cultural forces that sustain its popularity. Through a blend of humor, critical analysis, and genuine curiosity, Armstrong and Getty provide listeners with a comprehensive understanding of how modern trends emerge and the factors that influence their longevity.

Notable Quotes:

• Joe [01:00]: "It's sweeping and I've never heard of it. It's one more thing. Armstrong and Getty. One more thing."
• Jack [01:08]: "It's like I saw a picture of the hot new boy band the other day. The new BTS."
• Joe [07:04]: "Our strategy right from the beginning was social media."
• Michael [05:02]: "I'd give up my toes for that."
• Joe [13:09]: "Crumble puts reviews up on their website as people film little TikToks or Instagrams or whatever to review the..."
• Joe [14:51]: "Especially in the modern world with all of its tools and avenues to find out about stuff and get approval and thumbs ups and hearts."

This summary captures the essence of the episode, providing a detailed overview of the key discussions, insights, and humorous exchanges between the hosts. It is designed to engage readers who have not listened to the episode, offering a clear and comprehensive understanding of the topics covered.