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Advertising Age, August 3, 2009 — Walmart, which has been going after a lot of brands lately with the restage and expansion of its Great Value private label, now appears to be taking on the Girl Scouts.
Wall Street Journal, March 25, 2008 — The cookies will stay, but the green skirts are history.
The Girl Scouts, seeking to reverse declining troop numbers, is shaking up its image. On Tuesday, the organization is expected to announce the appointment of its first chief marketing officer, a former senior partner and executive group director at WPP Group's Ogilvy & Mather.
Laurel Richie will be in charge of modernizing the image of the Girl Scouts, which is viewed by many as a rigid, old-fashioned organization focused on cookie fund-raisers and campouts. "Girls think of us as outdated," says Kathy Cloninger, chief executive of Girl Scouts of the USA. "They have stereotypes of who we are that are not right."
Advertising Age, February 21, 2007 — After 90 years of shilling Thin Mints door to door (and at card tables set up in the local grocery store, Wal-Mart, etc.) the Girl Scouts are going digital to promote their annual cookie drive, blanketing all the websites de jour — YouTube, Grouper, Friendster — and racking up the friends on MySpace.
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