News From Terre Haute, Indiana

January 5, 2013

Girl Scout cookies to feature new look


Special to the Tribune-Star

TERRE HAUTE — For the first time since 1999, all boxes of Girl Scout cookies have a new look and a new purpose: to elevate the significance of the Girl Scout Cookie Program, a $790-million girl-led business.

The iconic Girl Scout cookie package showcases the five financial literacy and entrepreneurship skills that the Girl Scout Cookie Program teaches girls, skills that will last them a lifetime: goal setting, decision making, money management, people skills, and business ethics. The local community will get their first glimpse of the new cookie packages when the sale begins in central Indiana today.

The decision to update the package came about in 2010 as part of an overall brand refresh in advance of the organization’s 100th anniversary on March 12, 2012. The package needed to be more contemporary to reflect the new brand identity and to embody the spirit of Girl Scouting, while showing customers how they can reconnect with the organization. GSUSA partnered with the New York office of Anthem Worldwide, the brand development division of Schawk Inc., to redesign the packaging to inspire consumers and engage them on the important role that Girl Scouts plays in girls’ lives.

The final package design captures moments that show the power of girls working together as they engage in activities like greening a park, volunteering at a soup kitchen, and traveling to Paris. In highlighting such activities, the new boxes defy the conventional understanding of what Girl Scouts do while staying true to the organization’s heritage through the inclusion of the Trefoil logo and educating the consumer on the five skills that girls develop through participation in the cookie program.

The Girl Scout cookie package also features the GreenPalm logo, which speaks to the organizational commitment to addressing conservation and sustainability concerns related to Girl Scout cookies.

Girl Scout cookies come in eight flavors:

• Do-Si-Dos, crisp and crunchy oatmeal cookies with creamy peanut butter filling;

• Dulce de Leche, a sweet, indulgent cookie with milk caramel chips and stripes;

• Samoas, a tender vanilla cookie, covered with caramel on top and bottom, and then rolled in toasted coconut, and striped with a rich chocolaty coating;

• Savannah Smiles, a cool and crisp lemon wedge cookie, with just the right number of lemon chips to deliver tiny bursts of flavor;

• Tagalongs, tasty cookies topped with creamy peanut butter and covered with a luscious, chocolaty coating;

• Thank U Berry Munch, premium cranberries provide a delightful tartness in these hearty cookies sweetened with creamy, white fudge chips;

• Thin Mints, thin wafer covered cookies with a smooth chocolaty coating, made with natural peppermint; and

• Trefoils, shortbread cookies.

Girl Scout cookies will be delivered beginning the week of Jan. 31 and will be sold at booths at local retailers and financial institutions through mid-March.

The cost is $3.50 per package.

Girl Scout cookies may be ordered directly from participating Girl Scouts, by calling toll-free 855-472-4648 or by visiting girlscoutsindiana.org.

Again this year, Girl Scouts across central Indiana will also sell cookies for Operation: Cookie Drop, which benefits men and women serving in the military.

Girls will ask customers to purchase Girl Scout cookies, which will be distributed to soldiers who train and are processed out of Camp Atterbury, along with soldiers from the Indiana National Guard, Army Reserves, Marine Corps Reserves, and Naval Reserves from across central Indiana.

Last year, more than 72,000 packages of Girl Scout cookies were delivered to soldiers to thank them for their sacrifice while serving our country.