Twenty years ago Sprinkles was born in Beverly Hills, and quickly revolutionized the dessert category. However, as competitors entered the market, the pop culture darling has struggled to keep up. Through our brand liberation process, we identified constriction points that were holding Sprinkles back. Elevating the brand’s visual voice and embracing social currency has helped return this icon to its formal glory.
Liberation Idea: Live on the Glam Side
A Taylor Swift cupcake coincided with the release of the Eras Film Premiere. The flavor was based on the pop star’s own chai cookie recipe and even came with a collectible “Sprinkles Era” friendship bracelet.
Even our partnerships were influenced by the glam culture strategy. We tapped famous chefs for unique recipes and developed flavors along with other celebrity-owned brands.
