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Thursday, October 18, 2012

New Cookie Boxes Emphasize the Learning Behind the Earning!

For the first time in thirteen years, Girl Scouts has changed our iconic cookie box! The boxes sport not only a new look, but a new purpose: to showcase the five lifelong financial literacy and entrepreneurial skills that Girl Scout Cookie Program teaches:
  • Goal Setting
  • Decision Making
  • Money Management
  • People Skills
  • Business Ethics
“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,” says Girl Scouts of the USA CEO Anna Maria Chávez. 

“So it’s no surprise that our new cookie package tells the story of the five skills girls learn from participating in the cookie program. 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.”

The back of each box, which ties together with the front photo, has a Girl Scout sash with some badges girls can earn. The Thin Mints package, for example, shows girls gardening, and the back features the junior gardener badge, earned when Girl Scouts learn how to grow plants, and the financial literacy badge, for younger Girl Scouts to learn about money. The back also shows the Gold Award, the Girl Scout equivalent of the Eagle Scout award for boys.

“It’s a better vehicle to tell the story that we are the best leadership program for girls in the world,” Chávez says. 

Together with the first cookie box overhaul since 1999, Girl Scouts has begun the multimedia “This Is What a Girl Can Do” campaign with public service announcements on radio and television, print ads, and new and refreshed web sites. Cookie sales have increased more than 3 percent in each of the last three years. Last year, 214 million boxes were sold across the country, and our hard-working cookie entrepreneurs here at Girl Scouts NorCal sold 4.3 million boxes -- a council record! Top seller? Thin Mints, which makes up about 30 percent of our local sales.

You'll get a chance to see the new cookie boxes during our 2013 Cookie Program, which will be Feb. 10-March 17 here in Northern California. 

Can't wait that long for Girl Scout snacks? Booth sales for our Fall Nut and Magazine Sale are happening Nov. 2-18, and those packages have a great new look too -- visit girlscoutsnorcal.org/gonuts to learn about new varieties like Dark Chocolate Mint Penguins and all your returning favorites too!

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