“Mother’s Day is one of the most significant flower holidays,” says Liat Kaplan, global marketing manager at Danziger. “For the consumer, there are so many gift-giving alternatives on this day – everything from chocolates to perfumes. It’s really up to us as floral professionals to be innovative, creating added value and excitement that will tilt the consumers towards flowers at point-of-purchase.”
The display will feature cut flower arrangements, created by floral designer, Astrid Van Der Berg, highlighting beautiful Danziger varieties. The goal is to spur creativity. “We planned the display to be an open canvas for florists and designers, to trigger their natural creativity and to give visitors a new range of ideas,” says Kaplan.
Unlike other flower holidays, Mother’s Day is not centralized around a certain flower or concept. In comparison to Valentine’s Day, a holiday that is dominated by roses and gyps, Mother’s Day is a free spirit holiday, allowing for more creativity and diversification. “If we want a consumer to feel that flowers are the best present to show love, we have to enable versatile and creative solutions. In our Mother’s day display, we chose to show different alternatives, each based around a different type of flower, to show the unique and personal directions a florist can take when designing,” adds Kaplan.
Visitors will see bouquets with Gypsophila XLENCE®, a large flower gyp that gives bouquets a luxurious appearance. The display also highlights the stunning Scabiosa SCOOP™ in colorful and trendy looking bouquets and the elegant Ornithogalum STAR™ that will last long after the holiday.
The Mothers’ Day display also features a special corner dedicated to versatile upgrader Craspedia PAINTBALL™, which is naturally yellow but can be tinted to any color. One of the focus products used is the PAINTBALL™ POP, unique for its impressive large head of 4 cm.
Danziger is encouraging visitors to go even further with innovative solutions, by incorporating annuals into the display. Side-by-side with the cut flower arrangements there is a special display of AMORE™ petunia. This gorgeous, easy-to-grow petunia is known for its special heart-shaped petals. The Mother’s Day packaging features special pots with designed tags, perfect for gift giving. These special AMORE™ packages are available for retailers.
For more details on the display, contact Danziger marketing department at [email protected]
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