Crumbl, a popular cookie chain known for its unique flavors and social media-driven success, is temporarily switching its signature pink pastry boxes to red for Valentine's week in 2025. This change coincides with the launch of eight new Cupid-worthy cookie flavors. Co-founder Sawyer Hemsley highlighted that the pink box remains integral to their brand identity, but the seasonal shift allows them to embrace the occasion. The strategy taps into the bakery's tradition of weekly flavor drops, enticing fans to engage with their brand and share experiences on social media.
"Crumbl pink is a key part of our brand. However, during a week so focused on love and gathering, we knew we wanted to do something special."
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