The Redesigned Girl Scout Cookies Packaging Celebrates 100 Years
Nikki Taylor — October 3, 2012 — Marketing
References: girlscouts.org & thedieline
The redesigned Girl Scout Cookies packaging is a way of commemorating the 100th anniversary of the group. The tasty tribe cookies have not seen a new box design since 1999.
The new boxes focus on how the after school club helps to empower young girls in society. Pictures on the packages include girls kayaking, cleaning up a park and speaking in public. All of these photos display a more responsible humanitarian image of the Girl Scouts rather than centralizing on a picture of a playful camp. The back of the boxes discusses five valuable skills that female youth can learn when they become a part of the beneficial group.
With enrollment in the tribe hitting a slight low in previous years, the redesigned Girl Scout Cookies are the boost the company needs.
The new boxes focus on how the after school club helps to empower young girls in society. Pictures on the packages include girls kayaking, cleaning up a park and speaking in public. All of these photos display a more responsible humanitarian image of the Girl Scouts rather than centralizing on a picture of a playful camp. The back of the boxes discusses five valuable skills that female youth can learn when they become a part of the beneficial group.
With enrollment in the tribe hitting a slight low in previous years, the redesigned Girl Scout Cookies are the boost the company needs.
Trend Themes
1. Youth Club Rebranding - The redesign of the Girl Scout Cookies packaging highlights the importance of shifting the focus of youth club branding towards promoting positive social impact.
2. Empowerment Messaging - Brands can benefit from incorporating messaging around promoting empowerment and valuable skill-learning with their products, especially if their target audience is young people.
3. Nostalgia Marketing - Celebrating milestones or anniversaries can provide a powerful opportunity for brands to tap into nostalgia marketing and create products that evoke positive memories from consumers' childhood experiences.
Industry Implications
1. Youth Organizations - Youth organizations can benefit from incorporating more positive social impact messaging and empowering branding strategies to modernize and attract new members.
2. Food and Beverage - Brands in the food and beverage industry can benefit from celebrating milestones with nostalgic product redesigns to engage consumers and drive sales.
3. Marketing and Advertising - The success of the redesigned Girl Scout Cookie packaging showcases the potential for marketing and advertising agencies to develop messaging strategies that focus on promoting social impact and empowerment to reach new audiences.
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