Campaign: Limited Edition Girl Scout Nestlé Candy Bars
Company: Nestlé
Nonprofit Partner: Girl Scouts of the USA
Launch Date: May 8, 2012
Campaign Description:
Nestle has announced a set of three limited edition Nestlé Crunch Girl Scout Candy Bars inspired by the three most popular flavors of Girl Scout Cookies. The set of 3 cookies were valued at $500 by Heritage Auctions, a fact Nestlé used to launch a Facebook pre-sale of a limited supply of the bars, which sold out in under 24 hours. The bars are produced under a license agreement with Girl Scouts of the USA and no donation amounts were made public.
Our Take:
While critics have already started to cry foul that the Girl Scouts are promoting an unhealthy product, Nestlé and the Girl Scouts claim they are targeting adults and that the bars are considered a “snack treat”. Judging by the online clamor for the bars and the fact that the Girl Scouts sold $760 million of cookies last year, it seems there will be no shortage of adults interested in the limited-time product (to be sold June through September). The Facebook pre-sale and auction valuation was an effective and clever tactic, although it seems proceeds could easily have been donated to Girl Scouts (we saw no evidence of a donation). As is typical in licensing arrangements, financials details of the partnership were not made available.
That’s my daughter on the package!