SAF reaches out to companies such as Delta for making negative references to flowers in promotions. The main point of SAF’s response is to bring attention to the disparaging statement and ask advertisers to promote products on their own merits.
Three cheers for positivity!
This week three more companies responded to the Society of American Florists’ concerns about Valentine’s Day promotions that included disparaging references to flowers.
In a sponsored Facebook post, Twigs Terrariums asserted that “Your love lasts longer than flowers. Make them smile every day.” After SAF asked the company to reconsider its approach, company representative Michelle Inciarrano responded. “I sincerely apologize for any offense caused!” she wrote. “As soon as I read your email I checked our ad and removed it.” She also wrote, “You’re correct. Positive posting is much better. Of course, we love our floral brethren. I hope you accept my apology.”
Jared The Galleria Of Jewelry aired radio commercials for Pandora charms that said flowers die. SAF reached out to Jared and asked the company to focus its advertisements on the merits of its products rather than disparaging other industries. Kimberly Kanary, the vice president of public relations and social media for Sterling Jewelers, the parent company of Jared, replied: “We will take this feedback into consideration in the future.”
Canva, an online graphic design platform company, distributed an email that read, “Long after the flowers and chocolates are gone, the card will remain.” After hearing from SAF, Rose Powell, the media contact for Canva, replied: “We didn’t intend to belittle the loveliness of flowers as a gift. In fact, we wrote the card to encourage people to create a card to go with the flowers or chocolates one might give, rather than instead of. Our point was after the flowers or chocolates have passed, people would still have the card to remember the moment.”
This year, SAF responded to 23 cases of negative floral publicity, which is up from previous years, said SAF’s Jenny Scala, director of marketing and communications. By way of comparison, in 2015, SAF responded to 16 cases of negative publicity; 16 in 2014; 10 cases in 2013; 18 in 2012; and 39 in 2011.
The main point of SAF’s response to companies is to bring attention to the disparaging floral statements and ask advertisers to promote products on their own merits. Other promotions SAF has responded to during this Valentine’s Day season include:
- Social media posts by Bath & Body Works read: “Better than a bouquet of flowers!”
- Delta Air Lines, Inc. promoted gift cards on its website with “Send her flowers somewhere” and on its Facebook Wall: “Instead of flowers, give an adventure.”
- Dressbarn promotions included: “Better then Flowers!”
- Sports apparel retailer Fanatics.com sent an email with the subject line: “Skip the Flowers & Chocolates”
- Google Play promoted music subscriptions with an email promotion that read: “Flowers wilt.”
- Radio commercials for Fields cookies said flowers die.
Last week, SAF reported on the response it received from Massage Envy as well as SAF’s outreach to Boston Medical Group, CVS Pharmacy, International Star Registry, MeUndies.com, MyPublisher.com, Scentsy, Vermont Teddy Bear Company and Whole Foods Market. To report negative publicity, email jscala@safnow.org.
Sometimes, even news media make negative statements about flowers and florists, including stories in Time, U.S. News & World Report and eHow. Look for more coverage on how SAF approached those news stories, and others, in next week’s issue. Plus, find out how florists became the best possible spokespersons for the industry through a series of local stories (and pick up tips on how to do PR like a pro for Mother’s Day).
