Thursday, October 4, 2012

Talk of the Town: New Girl Scout Cookie Boxes


The news of new Girl Scout Cookie boxes has been a popular talking point this week! Check out stories in ABC, Fox News, Huffington PostReuters, The Daily Meal, Chicago Tribune, The Inquisitr, Christian Post, Examiner, Babble, Cleveland Leader, GMA, Dieline, brandchannel, New York Business Journal and Atlanta Business Journal

Packaging World reports that the new package design adorns all Girl Scout Cookies or the first time since 1999. Cartons feature a new look and a new purpose: to elevate the significance of the Girl Scout Cookie Program. The iconic Girl Scout Cookie package showcases the five lifelong financial literacy and entrepreneurship skills that the Girl Scout Cookie Program teaches: goal setting, decision making, money management, people skills, and business ethics.

The decision to update the package came about in 2010 as part of an overall brand refresh in advance of the organization’s 100th anniversary on March 12, 2012.

“We have more than 50 million cookie customers across the country, and the cookie box is the most tangible and powerful way for us to communicate directly with consumers,” says Girl Scouts of the USA CEO Anna Maria Chávez. “So it’s no surprise that our new cookie package tells the story of the five skills girls learn from participating in the cookie program. We want people to know that with each purchase of Girl Scout Cookies, they are not just getting a delicious treat, they are helping girls to be future business leaders and to make a difference in their communities.”

The package needed to be more contemporary to reflect the new brand identity and to embody the spirit of Girl Scouting, while showing customers how they can reconnect with the organization. Girl Scouts of the United States of America (GSUSA) partnered with the New York office of Anthem Worldwide, the brand development division of Schawk Inc., to redesign the packaging to inspire consumers and engage them on the important role that Girl Scouts plays in girls’ lives.