Feb 13 2010

Girl Scouts Think Outside the Cookie Box


by Andrew DiFiore

Juliette Gordon Low would be proud of her enterprising young ladies for utilizing viral marketing to sell Girl Scout Cookies while promoting a positive message about leadership, community service, and financial responsibility. Cookies have been a lucrative tradition of the Girl Scouts since Low’s day (circa 1917), bringing in about $700 million in sales each year. Using social media to reposition this classic American brand is smart and, quite frankly, it is about time.

The YouTube video What Can A Cookie Do? has already received over 35,000 views since its launch on 1/18/10 and is part of a much bigger re-branding effort that will be kicking into gear this Spring. The message: “Every Cookie Has a Mission: To Help Girls Do Great Things.” Hey, isn’t that what we all want.

The video message is clean, simple, and direct; effectively communicating the Girl Scouts’ new mission statement. But I would be remiss if I didn’t note the irony that less than a year ago 8-year-old Wild Freeborn was banned by the national Girl Scouts association from using YouTube to sell cookies online (who, by the way, had 700 order in the first two weeks).

So, what do you think of the video? Are the Girls Scouts re-branding efforts a step in the right direction?