Ryan Farrell

ADVT 5321

Kara Boyd

07 February 2013

Creative Brief: Girl Scout Thin Mints Content Campaign

Product Description

Crisp wafers covered in chocolaty coating made with natural oil of peppermint.

Girl Scout Cookies are an icon of American culture. For nearly 100 years, Girl Scouts,

with the enthusiastic support of their families, have helped ensure the success of the

annual sale. From its earliest beginnings to its current popularity, selling Girl Scout

Cookies has helped girls have fun, develop valuable life skills, and make their

communities a better place.

28 cookies per box

Thin Mint first introduced in 1951

Most popular Girl Scout Cookie

Thin Mints account of 25% of the annual sale of Girl Scout Cookies

Project Summary

Girl Scout cookies are more than just a snack; they are engrained in the cultural fabric of

suburban America. Their popularity is based on much more than the taste of the cookie, much of

their appeal is the purpose that accompanies the box. Girl Scout Thin Mints are looking to

reinvigorate their brand by reminding consumers why they fell in love with the cookie in the first

place, the endearing and adorable spirit of an adolescent little girl. To do this we plan on

developing an online video campaign that will be a series of online commercials that captures the

essence of the Girl Scout cookie brand, particularly Thin Mints. This will be a content driven

campaign. Entertaining ads are important, not just a selling driven message. Part of the

marketing mix will also include social media content that encourages sharing of useful content,

both product related (recipes, decoration, etc) and non related (costumes, activities, crafts).

Communications Message

Our communications message is that Girl Scout Thin Mints are still THE cookie that tastes

delicious while at the same time helps out a great organization. Stirring up the emotions

associated with the brand will re-humanize the brand and remind our consumers why they

supported Girl Scout cookies from the beginning.

Single Minded Message

Good for the community, good for the family.

Target Audience

Our target audience is Elizabeth. Elizabeth is a committed woman in her thirties, who is in a

comfortable place in her career. While more money would be nice, her middle class income

suffices just fine. While she often thinks about her “wild’ days when she was younger, her life is

more family oriented now. The bar scene has been replaced by restaurants and her convertible

replaced by an SUV. Elizabeth’s pride and joy is her family. This includes both her immediate

family (husband, 1 year old daughter, brother, niece, etc) and her community. Elizabeth is an

active member of the city council and volunteers for the local elementary school functions.

Elizabeth thinks of herself as the average settled down women, but to everyone else she is

exceptionally caring and giving woman. By targeting this woman, we are targeting a primary

decision maker in the household. By targeting her, we are targeting her whole family.

Unique Selling Proposition

What sets Girl Scout Thin Mints apart from their competitors is the depth at which this product

can pierce our emotions. Not only are the cookies delicious but they to a good cause. The USP is

that this is not just some charity that helps families across the country, this purchase will help out

the girls in your community. The main point to drive home is that the benefit is not for non-profit

organizations aimed at helping the needy; this organization helps girls who the target market can

relate with. Do not position as a charity.

Perception/Tone/Guidelines

1. Tone should be of happiness and elation. The characters involved are not striving for

more; they are content with where they are. This is to reassure these women that their

lifestyle is exactly what they want.

2. Paint the women as conservative and community oriented but still with an appreciation

for adult topics.

3. We are targeting middle class families so the style should reflect that. Wardrobe, cars,

and housing should be appropriate.

4. Keep the messaging away from helping less fortunate with basic necessities and more on

helping out the average suburban girl have fun and be successful. With all of the charities

out there, many of our target market have become numb to the solicitations.

Messaging Strategy

1. Online videos (entertainment)

a. Youtube, Vimeo, AdSense, Twitter, Facebook, Pinterest

2. Online Content (lifestyle content)

a. Pinterest, Twitter, Facebook, Banner ads

b. Pushed to women’s lifestyle blogs

3. The key is highly shareable content.