Monaco Lange Focusing on Girl Empowerment, Financial Literacy to Build the Girl Scouts Cookie Program, Drive Awareness in Upcoming Season

Share Article

Girl Scouts tap NYC branding agency, Monaco Lange, to create a robust, multi-channel campaign to elevate consumers’ knowledge about the Girl Scout Cookie Program. Girls attain five core life skills: goal setting, people skills, decision making, money management and business ethics. http://www.monacolange.com

Monaco Lange, NYC Branding Agency, focusing on life skills for upcoming cookie campaign.

Girl Scouts of the USA hires Monaco Lange for Fall 2012 Cookie Campaign.

Approximately 80 percent of female entrepreneurs were Girl Scouts. This organization continues to have a deep impact and we are delighted to be a part of it,” Greg Monaco, a partner at Monaco Lange, said.

Girls can learn financial literacy, confidence, business ethics and more — all from a cookie. Girl Scouts of the USA has charged Monaco Lange, a New York-based branding agency, to show people how with a campaign that will launch this fall.

The $760 million Girl Scout Cookie Program is the largest girl-led business in the country and generates immeasurable benefits for girls, their councils and communities nationwide. Yet many people outside the organization are unaware of the potential the cookie program has to build the next generation of entrepreneurs and business leaders.

Monaco Lange is creating a robust, multi-channel campaign to elevate consumers’ knowledge about how the Girl Scout Cookie Program helps girls attain five core life skills: goal setting, people skills, decision making, money management and business ethics. Deploying via radio, print, web, television public service announcements and social media platforms, the "This is What A Girl Can Do" campaign will launch in early October and will continue through early 2013.

"We all know and love Girl Scout Cookies. But what Monaco Lange is trying to do is expose how the process of selling cookies is so vital in the growth and development of a young girl,” Greg Monaco, a partner at Monaco Lange, said. “Approximately 80 percent of female entrepreneurs were Girl Scouts. This organization continues to have a deep impact and we are delighted to be a part of it.”

While Girl Scouts earn badges for program participation and are rewarded for their sales, the bigger benefit is that every penny earned through the program stays in the program, helping girls achieve their goals and allowing them the opportunity to make a difference in their communities. Mirna Hernandez, Girl Scouts of the USA Brand Manager, is thrilled that the project is underway.

“We need everyone to be invested in girls as having an equal chance at being the next generation of leaders. Every time a person buys a box of cookies, they are investing in a girl, they are giving her the resources to stand tall as she develops skills and confidence for life,” Hernandez said.

About Monaco Lange:
Monaco Lange builds brands that move people into action. The New York-based branding firm integrates market research, strategy, psychology and creative to tell more compelling and captivating brand stories. The agency extends these brand stories across coordinated marketing tactics, including ad campaigns, websites, social media programs and print materials.
The team members are creative problem solvers and have spent their careers building both large and small brands globally and locally. Their goal is to help you captivate and inspire your customers through imaginative storytelling, inciting action and creating results.
In addition to Girl Scouts, Monaco Lange has done work for clients such as Verizon, Yahoo!, British Airways, Hilton, BASF and Circle K.
Here is a bigger list of Monaco Lange’s clients: http://www.monacolange.com/clientcases

Monaco Lange
153 West 27th Street, Suite 702, New York, NY 10001 http://www.monacolange.com
t: 212.624.5864

About Girl Scouts:

Founded in 1912, Girl Scouts of the USA is the preeminent leadership development organization for girls with 3.4 million girl and adult members worldwide. Girl Scouts is the leading authority on girls' healthy development, and builds girls of courage, confidence, and character, who make the world a better place. The organization serves girls from every corner of the United States and its territories. Girl Scouts of the USA also serves American girls and their classmates attending American or international schools overseas in 90 countries. For more information on how to join, volunteer, reconnect, or donate to Girl Scouts, call (800) GSUSA 4 U (800-478-7248) or visit http://www.girlscouts.org.

Share article on social media or email:

View article via:

Pdf Print

Contact Author

Greg Monaco
Monaco Lange
212.624.5864 x3
Email >
Follow us on
Visit website