Every year the Product Program Department of the Girl Scouts of Eastern Pennsylvania (GSEP) develops a regional cookie campaign consisting of billboards, bus tails and interior cards, print advertising, radio and web banners. The creative was kept simple. It featured the four best selling (and most recognizable) Girl Scout cookies. The headline was conceived to be ambiguous. This allowed for various interpretations ranging from the cookies themselves to Girl Scouts’ core values.
The Council considers the ‘Celebrate Diversity’ campaign to be the most successful to date, the Product Program department received praise from numerous residents of Southeastern PA, and the transit portion of the campaign received a gold ADDY from the Philly Ad Club, a silver from District Two, and went on to compete at the National level.