GS&P Adds Milk to Cookies with Help from the Girl/Boy Scouts

By Erik Oster 

Goodby, Silverstein & Partners launched the latest in its “Got Milk” effort for The California Milk Processor Board built around an idea 100 years in the making.

Launched ahead of National Girl Scouts Weekend, GS&P found the one thing missing in the 100 years of Girl Scout cookies: milk. Better yet, the agency brought together not just cookies and milk but Girl Scouts and Boy Scouts. Matt Williams from Dean Foods donated single servings of chilled Berkley Farms milk, which the scouts sold next to the cookie-hocking Girl Scouts, with all donations going to Boy Scouts of America and participants each receiving an official “Got Milk?” patch. Now the agency is launching an online spot documenting the event, which will run as a targeted ad on social media. When Twitter users tweet about #girlscoutcookies, for example, a shortened version of the video pops up, reminding viewers of the perfect beverage to go with those Samoas and Tagalongs.

After all, what goes better with cookies than milk?

“We were excited to make the Scouts Milk Mission happen quickly because it’s kind of ridiculous that we haven’t been doing this for the last 100 years,” said GS&P creative director Kate Catalinac. “The Girl Scouts and Boy Scouts were amazing to work with. The whole ‘be prepared’ thing is no joke. I wanted to hire them to organize my life. Also, earning a Scouts patch was on my bucket list. Sadly there are no Scouts patches for advertising.”
“Who can have cookies without milk? Savages, that’s who,” she added.

Creative & Design
Partner: Jeff Goodby
Creative Director: Kate Catalinac
Designer: Kelly Malka
Junior Designer: John Rodriguez
Design Director: Chris Peel
Art Director: Andrew Livingston
Copywriter: Simon Bruyn

Account Services
Managing Partner: Robert Riccardi
Account Director: Melissa Buck
Account Manager: Michelle Farhang

Content Producer: Isaak Le
Content Creative: Quinn Gravier
Videographer: Colin James Russell
Sr. Art & Print Producer: Alisa Latvala
Executive Interactive Producer: Margaret Brett-Kearns
Interactive Producer: Danielle Riccardi

Business Affairs
Business Affairs Manager: Heidi Killeen

Brand Strategy
Group Brand Strategy Director: Kelly Evans-Pfeiffer
Brand Strategist: Gabriella Svensk

Communication Strategy
Director of Communication Strategy: Christine Chen
Communication Strategy Director: Nicole Richards
Communication Strategist: Maren Severtson
Director of Photography: Jess Hall
Production Designer: Shepherd Frankel
Producer: Greg Schultz
Executive Producer: Kate Leahy