Case Study: Repositioning an Iconic Brand is Sweet Spot For the Girl Scouts of the USA


Company: Girl Scouts of the USA Agency: CRT/tanaka Timeframe: July 2006-March 2007 The Girl Scouts of the USA's (GSUSA) cookie program arguably is its most iconic brand asset nationwide, despite the organization's decision in 2006 to not actively promote the activity; rather, its leadership strategically chose to downplay its "cookies and campfires" image in favor of a more modern leadership positioning. "As we were trying to reinvigorate our brand identity, we were so closely associated with cookies that people lost the fact that we were really a leadership experience for girls," says Denise Pesich, vice president of communications at GSUSA. The brand asset, however, remained untapped, as the public "did associate us with a very successful program, so we received very little national attention," Pesich says. GSUSA partnered with public relations firm CRT/tanaka to develop an approach to reposition the cookie program into "what it really is and always has been: a business and economic literacy program that builds leadership skills in girls," Pesich says. Thus, the "Girl Scouts Repositions Its Cookie Program" campaign objective was simple: Garner public awareness of the Girl Scout cookie effort as America's top business and economic literacy program for girls.

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