Iconic Girl Scout Cookie package gets facelift to tell story of Girl Scouting

For the first time since 1999, all boxes of Girl Scout Cookies have a new look and a new purpose: to elevate the significance of the Girl Scout Cookie Program, a $790-million girl-led business. The iconic Girl Scout Cookie package showcases the five financial literacy and entrepreneurship skills that the Girl Scout Cookie Program teaches girls, skills that will last them a lifetime: goal setting, decision making, money management, people skills, and business ethics.

Locally, the new boxes will be seen intermittently during the 2013 sale which begins February 2 when the six varieties offered in eastern Oklahoma will hit the streets: Thin Mints, Samoas, Tagalongs, Trefoils, Do-Si-Dos and Savannah Smiles.

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. 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. 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.

Anthem’s team immersed itself in the brand’s heritage and conducted qualitative research. Its creative team developed a range of concepts to showcase the organization’s values in a meaningful and compelling way, with the final package design capturing moments that show the power of girls working together as they engage in activities like greening a park, volunteering at a soup kitchen, and traveling to Paris. In highlighting such activities, the new boxes defy the conventional understanding of what Girl Scouts do while staying true to the organization’s heritage through the inclusion of the Trefoil logo and educating the consumer on the five skills that girls develop through participation in the Cookie Program.

The Girl Scout Cookie package also features the GreenPalm logo, which speaks to the organizational commitment to addressing conservation and sustainability concerns related to Girl Scout Cookies.

“With the work that is being done to focus on the leadership experiences Girl Scouting provides, we are pleased to see that even our cookies are sharing the message and highlight the accomplishments of what our girls can do and how Girl Scout Cookies are part of their success,” says Roberta Preston, chief executive officer for Girl Scouts of Eastern Oklahoma.

Girl Scout Cookies will be available for $4.00 per box, which help girls and their troops directly in their Girl Scouting experiences. To find Girl Scout Cookies are available near you, go to www.gseok.org or call 918-749-2551 or toll free 800-707-9914 and press 7 for the Cookie Line. Orders will be directed to a troop in your area. Customers can also download the Cookie Locator App by dialing ***GSCOOKIES to receive updates on nearby booth sale locations.

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About Girl Scouts:
Girl Scouts of the USA is the preeminent leadership development organization for girls with 3.7 million girl and adult members worldwide. Newly formed in 2008, Girl Scouts of Eastern Oklahoma serves approximately 12,000 girls and volunteers in 30 eastern Oklahoma Counties. Girl Scouts of Eastern Oklahoma is a United Way agency. Visit Girl Scouts of Eastern Oklahoma on the web at gseok.org or JoinGS.org.