Amid all the uproar surrounding the fake pop-up from Crumbl Cookies Sydney, it turns out that the genuine Crumbl Cookies are indeed making their way to Australia. Was this all a clever strategy? A crafty little advertising scheme? Or did the original Crumbl team spot an exceptional marketing opportunity and seize it with enthusiasm? Let's delve into the details.

On Monday, Crumbl Cookies' co-creator Sawyer Hemsley took to TikTok to announce that the beloved cookie brand would be arriving in Australia.

“Australia, we’re coming for you! 🇦🇺 Prepare to experience the authentic Crumbl Cookies. 👨🏻‍🍳🍪 See you soon!” Hemsley captioned the video, which showcased numerous headlines generated from the pop-up incident.

While many have been thrilled by the news, some are now convinced that it was just a marketing strategy.

“Feels like the whole thing was a PR stunt now,” commented one TikToker.

“Everyone said you should sue… it turned out to be the best free marketing for you guys, and the demand is sky-high now! People who didn’t know about you before, now do!! See you soon!” added another.

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Why Is Legal Drama Over The Crumbl Cookie Pop-Up In Sydney Taking Over TikTok?

If you missed the drama, let me fill you in. A few weeks ago, a social media account began promoting a pop-up for Crumbl Cookies in Sydney’s North Bondi — a viral cookie not previously available in Australia. It quickly gained traction, and when the pop-up occurred, people lined up for hours to buy a cookie for $17.50 AUD.

It was soon revealed that the Sydney pop-up was neither connected to nor endorsed by Crumbl, with the Sydney team explaining in a Google Doc statement that they had literally flown to the United States, purchased a batch of cookies, and brought them back for sale in Sydney.

Then, the situation went viral. When Sawyer became aware of the drama on TikTok, he clarified that the pop-up was not associated with his original Crumbl.

“It looks like we need to speed up our visit to Australia,” Hemsley stated in a TikTok post on Tuesday, urging viewers to “spread the word”.

Working logo…or? (Image: TikTok / Sawyer Hemsley)

Let's be candid, there are three possibilities in this situation:

• It was a PR stunt from the start.

• Crumbl Cookies might take legal action against the Crumbl Sydney founders.

• Crumbl Cookies could leverage this wildly viral, free marketing to launch in Australia.

Personally, I think the third option is the most advantageous for them.

We now know that the Crumbl Sydney pop-up was initiated by a “baby-faced” year 10 student from Sydney’s Eastern Suburbs. While I commend his entrepreneurial spirit, it's hard to believe an international company would rely on a child for a publicity stunt.

According to Australian lawyer and TikToker Roxanne Hart (@roxannehart.lawyer), the pop-up may have violated copyright laws by using the company’s trademarked symbol, along with potentially breaching the company’s terms and conditions. While they could opt to sue, it doesn’t seem like a legal battle would be in their best interest.

Instead, why not utilize the Australia-wide, free publicity to launch? After all, the pop-up demonstrated to the legitimate company that there is considerable interest — especially with customers willing to pay a hefty $17.50 for a COOKIE.

Given the significant viral interest in Australia, it’s the ideal moment for the real Crumbl Cookies to step in and deliver the goods to a community eager to indulge in their delicious treats.

Also, not to be critical, but the little Australia graphic they created could be crafted on Canva in two minutes. Considering all this, it's my theory that Crumbl saw an opportunity and seized it, folks! Who could blame them?

Hemsley hasn’t provided any further details on when we can expect Crumbl Cookies to arrive in Australia, but I am eagerly waiting.