Girl Scout Cookie Cutbacks
The nonprofit aims to scale back its marketing and product lineup in an effort to trim costs, increase profits.
With Thin Mint/ Samoa/ Tagalong season rapidly approaching (or well underway in parts of the country), some may notice a difference in this year’s sales campaign. Driven by pure financial mechanics, the Girl Scouts organization is road-testing a leaner, ‘Super Six’ menu with 12 individual councils, scrapping all of the non-traditional varieties in order to cut costs and maximize profits.
Devoted fans of classics like Trefoils, Do-Si-Dos and Lemon Chalet Creams (along with the 3 previously mentioned) have nothing to worry about:
“Our top five varieties make up 77% of cookie sales,” says Amanda Hamaker, the manager of national product sales for the Girl Scouts.
A slight price increase (to $4 per box) will also accompany the narrower selection.
Taking advantage of the opportunity to educate its young members on the basics of business, the nonprofit is offering seminars and “cookie colleges” to explain the financial rationale behind the changes.
To move beyond novelty activations and one-time gimmicks, PSFK equips marketers with the insights, templates and analytics to develop high-reach campaigns that meet consumers in the moment, collect and build upon experiential data, and build scale through content creation.