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Girl Scout Cookie Ideology Hits YouTube

 

Posted on January 29, 2010
Angela Natividad

 

The Girl Scouts of the USA try going viral under the header "What Can a Cookie Do?" The result is decidedly not cutesy, and thankfully not jam-packed with images of dimply girls in the forest touting cookie boxes.

Instead it focuses on a more proactive message: how the buying and selling of Girl Scout cookies helps girls learn how to set goals, make decisions and manage money in addition to aiding flood victims, cheering up overseas soldiers and the like.

Mediapost says this serves as a precursor to a national rebranding campaign that goes live this spring. According to Girl Scouts USA brand manager Ashlene Nand, the company hopes to associate itself with leadership:

"Girls 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."

Toward that end, the video above wraps with the following conclusion: "Every cookie has a mission: to help girls do great things." It also positions the cookie sales program as the "largest business program," producing more female business owners than most universities.

Hrrm. Well, if those little sweethearts don’t all become assertive balls-cracking entrepreneurs, they’ll be naturals one day in the Mary Kay program. (Hey, don’t hate. A pink Cadillac is a perfectly noble goal.)

Hoping the springtime rebrand makes good on its promise to show us what the Girl Scouts actually do besides cookie-vend. What was it the Boy Scouts did that left us under the unchanging impression that they scaled mountains and whatnot?


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Comments

1. Wednesday 3 February 2010 attime 19:22, by Topher :: viral marketing agency

It seems that typography and simple animation is a great way to get a point across, such as with the "did you know" videos on Youtube. I like the idea of promoting leadership because I’m guilty of thinking as girl scouts as cookie vendors. In fact, I can’t wait to get my two boxes of Do-Si-Dos.

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