Girl Scouts Cookie Campaign

Even though they are only sold three months out of the year, Girl Scout Cookies are the second leading cookie brand in the U.S. However, Girl Scouts faced three challenges; 1) cookie sales were declining; 2) customers didn’t understand that the cookie program helped girls learn important life skills, and 3) there was no consistency in branding or communications across the 100+ councils in the U.S.

Collaborating with strategy and copy, I led a team of designers and developers to create a campaign that empowered girls and emphasized the amazing skills they learn as part of the cookie program. The campaign needed to be compelling, flexible, and easily implemented so 100 councils could effectively launch it in their local markets throughout the country.