Girl Scout Cookies Aren’t Just “Tagging Along” This Year
Nichole Mrasek
Account Supervisor
Samoas, Tagalongs, Trefoils, Do-si-Dos, are names that are synonymous with America’s favorite cookie pastime. Girl Scout Cookies have been around for decades and, each season, people wait for their local green-clad scout to come around so that they can place an order for their annual treat. This season, we’re in for a new treat, because our favorite little girls in green are on a mission. The Girl Scouts of the USA (GSUSA) are undergoing a rebranding effort in order to breathe new life into the dwindling cookie sales and scout membership.
The message on GirlScoutCookies.org is clear and consistent: “Every Cookie Has a Mission: To Help Girls Do Great Things.” This little cookie has come a long way, including the addition of a growing social media presence on Twitter, Flickr, Facebook and YouTube. In fact, GSUSA utilized its cookie Web site and YouTube channel to showcase the new campaign. The “What Can a Cookie Do?” video brings to life the purchasing power of the cookie, showing how each dollar of cookie sales goes to a bigger purpose, from supporting local community efforts to helping shape girls’ futures.
According to MediaPost, the video served as a launching pad for a rebranding effort GSUSA undertook this spring. “Girl Scouts of the USA is an iconic American brand with huge awareness, but we want to create greater understanding that being a Girl Scout isn’t just about camping, or selling cookies — it’s about how opportunities like this build leadership in girls,” says GSUSA brand manager Ashlene Nand. “Essentially, we’re trying to brand ‘leadership.’ ”
It’s apparent that GSUSA understands the importance of speaking to its traditional audience, while expanding its reach and presence online. To withstand the test of social media time, the Girl Scouts will have to be tough cookies. However it appears the national rebranding efforts are helping the organization earn its branding badge. Read more from MediaPost’s Marketing Daily, “Girl Scouts Organization Is Going ‘Viral.’”
- Date: 03.24.2010
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