Bayer Partners with Crumbl Cookies for New Line of Roundup® Products

Leverkusen, Germany - Bayer, one of the largest pharmaceutical and biotechnology companies in the world, is partnering with Crumbl Cookies in an attempt to improve their public image and win over Gen Z consumers.

Jessie Buckley, shown here in an upcoming commercial for Apple Blossom Roundup® Dual Action Weed and Grass Killer

"We took a real hit to our reputation after the Monsanto merger," Bayer CEO Bill Anderson explained. "But we think that a collaboration with Crumbl not only just makes sense from a PR perspective for us, it's pretty clear that young people are going to be excited to learn about our products, especially the Roundup line. You still shouldn't drink any of it, but now it's going to smell just like fresh baked apple pie."

Bayer, which was founded in 1863 in Barmen, Germany as a partnership between dye salesman Friedrich Bayer and dyer Johann Friedrich Weskott, quickly transitioned from producing dyes to other areas. According to Gen Z historian Beckley Finch, Bayer became particularly successful the late 19th century after the development of Aspirin, a revolutionary wonder drug used to treat pain, fever, and inflammation. "No cap, Aspirin was high-key dank. It just hit different at the time and lived rent free in a lot of people's heads. And it made Bayer some guap."

Bayer is one of the most iconic brands in the world, but Gen Z doesn't seem to have noticed. Rather than just effective treatment of pain or allergy symptoms, or fewer weeds in their lawn, they look for a more sensory and interactive trend-driven experience from products and services. Bayer was looking for something that would grab Gen Z attention and encourage active engagement.

"Crumbl is the social sweet spot for Gen Z," Crumbl CEO Jason McGowan revealed. "That might sound like a joke coming from a cookie company, but we consistently go viral for a reason. Anticipation is baked into the process at every step of our flavor-inspired drop events, which are glazed with fan-driven hype across social media. These kids are obsessed, and honestly our cookies don't even need to be any good at this point. Most of them are just raw dough patties covered in candy with a picture of a celebrity on the box."

Celebrity endorsements will play a key role in the Bayer-Crumbl partnership. Crumbl has often turned to collaboration with high-profile celebrities in order to promote their cookies. McGowan says that there is an art to finding the right pairing. "The Chappell Roan's Pink Pony Club® Cracker Cookie was a huge hit, but the Jessie Buckley's Hamnet & Cheddar Savory Biscuits just didn't connect with our core fans for a number of reasons that seem obvious in hindsight. But that's what keeps this job interesting."