Girl Scouts of the USA is revitalizing and reenergizing its brand to reach a new generation of girls. After extensive research and development, Girl Scouts debuted a long-term, multichannel brand campaign that is designed to reacquaint the country with the iconic organization and communicate the power girls have to change the world through Girl Scouting. The campaign, with tag, “What Did You Do Today” is also keyed to boosting the number of girls and adult volunteers who participate in Girl Scouting annually.
The branding, in the works as part of the organization’s comprehensive transformation that began in 2004, is composed of a striking new visual identity, which includes a distinctive trefoil mark, revised color palette, and refreshed logo that was originally created in the 1970s by the legendary designer Saul Bass. In addition, the initiative also includes plans for a 360 degree marketing program that taps the online, place-based and traditional media.
As part of the campaign, Girl Scouts also has developed Spanish-language advertising to target the Hispanic market, one of the few girl populations in the country that is growing. GSUSA already has secured more than $10 million in donated exposure in Spanish-language media ranging from Telemundo to People en Español. In its general market campaign, Girl Scouts is working to secure $30 million in pro bono placements from national online and in-mall and airport outlets, as well as traditional broadcast and print media.
The campaign will also pave the way for a major effort to gain exposure during the organization’s national centennial celebration in 2012.