The Girl Scouts of the USA have upped their marketing savvy in the past decade, adding significantly to the bottom line. Part of that has been the licensing of the names, flavors and aromas of their beloved cookies. Some licensed extensions are genius; ice cream bars, coffee creamers, ice cream. Some leave you scratching your head; Thin mint Yankee Candle? Licensing is a great way to add to the bottom line, and for this non-profit that can mean opportunity for girls nationwide. So far, the Girl Scouts licensing program has had more hits than misses, that have ultimately benefited this century old brand.
Just because you can, doesn’t mean you should… What product licensing deals have helped brands re-invent and stay relevant? Which were stretching the brand’s promise? #MarsTalk