This is a quick project I did for a graduate class at Webster University. I wrote it very quickly and wanted to share with you all.

1. 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

2. 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

3. 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. 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.