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girl-scout-cookiesIt may be the surest sign that spring is just around the corner… Girl Scout Cookie season is here! And they’re here, as always, for a short time: The cookies are available only during the six- to eight-week period when the scouts are engaged in the cookie-selling fund raiser with their local council.

The scouts themselves are adorable, of course, but which variety of their cookies do people like best? Thin Mints? Samoas? Tagalongs? Inquiring minds want to know. So we did a BPI to find out.

NetBase Brand Passion Index  | Girl Scout Cookie Types


In the graphic above, the amount of chatter about a brand is indicated by the size of the bubble, while the placement of the bubble shows the sentiment and the intensity of passion.

Here are the key takeaways from our analysis:

  • Everyone has a favorite and has strong opinions about it, which you can see from the placement of all the bubbles in the upper right quadrant
  • Trefoils (also known as Shortbreads) got the highest Passion Intensity and Net Sentiment scores.
  • Thin Mints and Samoas are among the varieties that are consistently available every year, which may account for their popularity and biggest share of Buzz

Some of the comments we read include:

The year is 2120. Girl Scout cookies are $200/box. People are trading organs for Girl Scout cookies. Girl Scout cookies are now currency.

Thin mints are a gift from god. #Thinmints #relatable #funny #yum #girlscouts #humor #comedy

Girl Scout cookies are my kryptonite!! #thinmints #tagalongs

Girl Scout Cookies vs. Other Cookie Brands

Unfortunately for all those budding entrepreneurs selling cookies from their folding tables, the cookie market is a tough place. Girl Scouts have to compete for the cookie buyer’s dollar with a lot of other brands. So how does the passion for their brand compare to that for such giants as Oreos, Mrs. Fields and Pepperidge Farm?

NetBase Brand Passion Index  | Cookie Category


Here are the key takeaways from our analysis:

  • Again, just like Girl Scout cookies considered alone, cookies inspire lots of passion and intensity on social media. All the brands are in the upper right quadrant.
  • Oreos are the clear winner in Buzz.
  • For a brand that’s available only part of each year and has a marketing budget far below that of the big brands, Girl Scout cookies grab the second-largest share of the online conversation—a testament to their longevity and the passion of their fans.

Some of the comments we read include:

Can’t. Stop. Eating.  #mrsfields #cookies #yummy #diet

When Chips Ahoy cost $2 and lettuce costs $4 I think we all know what decision I’m making.

I’ve eaten one full pack of oreos for every day of this week, someone help.

Omg all these snacks sound amazing. I LOVE Pepperidge Farm cookies… ANY variety!!

Little Debbie makes a pretty tasty pumpkin cookie. And I really wish I didn”‘t know that.

So where do you stand on cookies in general and Girl Scout cookies in particular? Whose cookies can’t you resist? Let me know in the comments!

Marketers: Want to learn how leading CPG brands like Kraft, JM Smucker and Beam keep on top of the social media buzz in their category? Check out our eBook: View Your CPG Customers in 3D Using Social.

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