US: SAF responds to negative Valentine's Day publicity

Advertisers of men’s clothing, plants and home fragrances, Brooks Brothers, are among the companies alleging consumers are tired of flowers, they should forget flowers, flowers die, and their products make better Valentine’s Day gifts than flowers.

As the voice of the floral industry, the Society of American Florists contacts these companies to bring attention to the negative floral reference and ask them to promote their products on their own merits in future promotions.

Among the companies recently contacted by SAF: Brooks Brothers, the oldest men’s clothier in the United States, sent an email promotion on Feb. 5 with the subject line, “Forget flowers & chocolates. Go Brooks for Valentine’s Day.”

Several florists took matters in their own hands — with success. WestJet, the second-largest Canadian air carrier behind Air Canada, posted on its Facebook Wall: “This Valentine’s Day, we’ve got a gift better than flowers. Send that special someone the new #WestJet gift card.” After receiving several comments from florists, WestJet edited the post to read: “This Valentine’s Day, send that special someone the new #WestJet gift card.”

Read more at safnow.org (Jenny Scala)