Girl Scouts Debuts Brand Campaign, Adds Hispanic Component

  • August 3, 2010
Girl Scouts of the USA is debuting long-term, multichannel brand campaign designed to reacquaint the country with the iconic organization and communicate the power girls have to change the world through scouting. The tagline "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 is composed of a new visual identity, which includes a distinctive trefoil mark, revised color palette and refreshed logo. The 360-degree marketing program taps online, place-based and traditional media. As part of the new campaign, Girl Scouts also has developed Spanish-language advertising, securing more than $10 million in donated exposure in Hispanic 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.

Founded in 1912, Girl Scouts has 3.3 million girl and adult members worldwide.

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