NEW YORK: The Girl Scouts of the USA, known for little more than cookies, camping and crafts, is about to unveil its first image revamp in years.
NEW YORK: The Girl Scouts of the USA, known for little more than
cookies, camping and crafts, is about to unveil its first image revamp
The campaign comes in the wake of a study by New York branding
consultant Siegel & Gale, which conducted interviews with those involved
in the organization as well as outsiders. The firm found that the group
is viewed as ’nice, but not necessary,’ according to director of public
affairs Lori Arguelles.
’We’re so much more than that - we’re a dynamic, cutting-edge
organization, and the largest informal educational organization in the
country,’ she said. ’The study was a real wake-up call.’
Next Wednesday, the group will unveil the results of a survey on how
being a Girl Scout can impact future success and brief magazine editors
on the image revamp. One day later, the group will unveil the first in a
series of PSAs featuring well-known women who were once Girl Scouts -
including Ann Landers, Rebecca Lobo and Martha Stewart - at the National
Press Club in Washington, DC.
’Our key message is that we’re building today’s girls into tomorrow’s
leaders, and that we’re accessible to every girl, everywhere,’ said
With a new tagline of ’Girl Scouts. Where Girls Grow Strong,’ the group
is redesigning its logo, cookie boxes, letterhead, internal magazine,
handbooks and uniforms. In addition, the organization is trying to
ensure consistency of message among the Girl Scouts’ 318 US
’People think Girl Scouts just earn sewing badges, but they don’t
realize they’re doing it by sewing quilts for at-risk babies,’ said
Pamela Langone, director of PR for the Girl Scouts of Swift Water
Council, which encompasses New Hampshire and southeastern Vermont.
’We’ve never done a great job at promoting what we do, but this is a
great way to bust out of the stereotype.’