Girl Scouts USA Refreshes Iconic Cookie Box


While the Boy Scouts brand has been rocked by the organization’s mishandling of pedophilia charges, the century-old Girl Scouts have gone from strength to strength in their centennial year. The latest change: the iconic Girl Scout Cookies are getting a redesign for the first time since 1999, honoring the significance and continued growth of the $790-million girl-led business. 

The iconic packaging highlights five financial, literacy and entrepreneurship skills that the Girl Scout Cookie Program teaches: goal setting, decision making, money management, people skills, and business ethics and the redesign matches the embodiment of Girl Scouting in 2012, part of the brand’s 100th anniversary celebrated in March. 

“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,” stated Girl Scouts USA CEO Anna Maria Cháve about the new cookie box packaging, which features “stories of what Girl Scouts do today.”[more]

“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,” added Chávez.

The organization partnered with the New York office of Anthem Worldwide on the redesign and conducted qualitative research about current perceptions of the organization, visual equities for packaging and assessment of how much the design could and should evolve. 

Anthem and GSUSA worked with Pulitzer Prize–winning photographer David Hume Kennerly to photograph Girl Scouts around the New York Metro area, and the new box features girls kayaking, working in a park and speaking at scout events.

The brand’s trefoil emblem, the GreenPalm logo remains intact as the organizational commitment to conservation and sustainability. Founded in 1912, GSUSA has 3.2 million girl and adult members worldwide, and earlier this year introduced limited-edition candy bars with Nestle.