SAF has responded to these ads this Mother’s Day season. Bloomberg posted an article headlined, “Forget Flowers, This Is the Gear Mom Really Wants This Year;” the New York Times promoted a digital subscription to NYT Cooking with a full-page ad: “You could send her fresh flowers. Or fill her home with sweet aromas all year.”; and Reserve Bar posted on Facebook: “Flowers wilt, whisky won’t.”
News agencies and a mail order liquor service recently dinged flowers in Mother’s Day ads. As the voice of the floral industry, the Society of American Florists responds to those ads and others that make negative references to flowers.
One of those companies SAF recently contacted was Tommy’s Express Car Wash. An SAF member reported in-store signs at a Manhattan, Kansas, franchise reading: “Roses: $49.95, only lasts a few days … Car wash: $19.95, lasts all month.” SAF emailed the franchise. The next day, the store manager called SAF to apologize for the signs. She said she removed the signs and forwarded SAF’s email to the corporate office (which supplied the signs) as well as to other franchise locations. The store manager said she didn’t realize the signs could be seen as negative, they didn’t mean to offend anyone, and they support florists.
“The main point of SAF’s response is to bring attention to the disparaging floral statements and ask advertisers to promote products on their own merits,” said SAF’s Jenny Scala, director of marketing and communications. “Often times, companies don’t realize their promotion is negative.”
Sometimes, the response from companies is fast. Reserve Bar posted on Facebook: “Flowers wilt, whisky won’t.” After SAF contacted the mail order service for liquor, wine and champagne, the company’s customer service rep replied: “Sincere apologies here! I’m forwarding your email to our marketing department. I’m surprised by this Facebook post as we have worked with some great florist companies. Again, I’m sorry for this post.”
SAF has also recently contacted these companies:
- International news agency Bloomberg posted an article headlined, ” Forget Flowers, This Is the Gear Mom Really Wants This Year: Why should Dad have all the fun when it comes to tech, booze, and outdoor adventures? Here are 21 ways to show your love.”
- A full-page ad in the New York Times for a digital subscription to NYT Cooking reads: “You could send her fresh flowers. Or fill her home with sweet aromas all year.”
Last week TJ Maxx told SAF it would stop running a negative TV ad after a communication from Scala. Read more about that victory.
Spot a harmful mention of flowers? Forward it to Scala at jscala@safnow.org.
Mary Westbrook is the editor in chief of Floral Management.
