Johnny Cupcakes: the man, the t-shirts, the tattoos. No cupcakes.

Johnny Cupcakes: the man, the t-shirts, the tattoos.

No cupcakes.

April 4, 2024

David Ogilvy, the venerable and cranky advertising genius, had certain dictates for his copywriters, one being: “You cannot bore the customer into buying a product.” I actually thought of Ogilvy when we visited Johnny Cupcakes in Boston this weekend. Their motto seems to be: “We want to irritate customers into buying our products.”

Here’s the gag: Johnny Cupcakes doesn’t sell cupcakes. They sell Johnny Cupcakes t-shirts and stickers. But they seem so delighted with this marketing dissonance that they’ve gone to expensive lengths to make their storefront and shop look like a bakery — an entrance with custom retro doors that resemble ’50s ovens; a neon sign proclaiming “Baked Goods”; merchandise racks that belong in a bakery. The sole tip-off to the chicanery is an awning with an F over the B in “Bakery.” Get it?

Newberry Street was jammed Saturday; the few restaurants there were all booked for lunch. We spotted Johnny’s and, like the suckers they hope to attract, went in for a bite to tide us over. Within 10 seconds we figured out the ruse. Slightly embarrassed and definitely irritated, we made a quick exit along with two other younger suckers couples. As we left, the kids running the store called after us excitedly, “Hey, did we trick you?!”

How does this business survive? I admire humor, novelty, and clever marketing subterfuge, but where’s the brand appeal with this user experience? Why would anyone want to buy a t-shirt after being duped? Especially when they’re hungry and somewhat aggravated.

The owner and creative mastermind behind this enterprise is Johnny Earle. On his website he claims that 2,016 people have the Johnny Cupcakes logo tattooed on their bodies.