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girlscouts

For the first time since 1999, all boxes of Girl Scout Cookies have a new look and a new purpose. To elevate the significance of the Girl Scout Cookie Program, new packaging showcases the five financial literacy and entrepreneurship skills that the Program teaches girls: goal setting, decision making, money management, people skills, and business ethics. The decision to update the package came about in 2010 as part of an overall brand refresh in advance of the organization’s 100th anniversary this past March. The New York office of Anthem Worldwide, the brand development division of Schawk Inc., redesigned the packaging to emphasize the role that Girl Scouts plays in girls’ lives. To execute the final design concept, Pulitzer Prize – winning photographer David Hume Kennerly was asked to photograph Girl Scouts around the New York Metro area displaying the key skills. The Girl Scout Cookie package also features the GreenPalm logo, which speaks to the organizational commitment to conservation and sustainability concerns. Comments Girl Scouts of the USA Chief Executive Officer Anna Maria Chávez: “We have more than 50 million cookie customers across the country, and the cookie box is the most tangible and powerful way for us to communicate directly with consumers.” VISIT >

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