Suntory Flowers announces charitable contributions to two organizations devoted to helping young people thrive – Girls Inc. and Covenant House. Funds were raised through the sale of Soiree Kawaii catharanthus plants in 2020.
Inspired by the youthful Kawaii girl brand identity, the campaign launched at Cultivate in July 2019. This culminated in a $10,000 contribution to Girls Inc., which serves girls ages 6 to 18 at more than 1,400 locations in more than 400 cities in the U.S. and Canada. Girls Inc. takes a holistic approach as it inspires all girls to be strong, smart and bold.
Campaign announced at Cultivate'19
The organization’s efforts will be showcased in its “Girls Take the Lead: Girls Inc. Virtual Celebration,” which will livestream at 7:30 pm ET, December 6th, on Bustle’s YouTube channel. Hosted by Tina Fey, the event will include impressive guests such as Hillary Rodham Clinton, Olympic gymnast Simone Biles, performer Gloria Estefan and comediennes Amber Ruffin and Wanda Sykes. Bustle Digital Group is focused on Millennials and Gen Z.
Soiree Kawaii at Dallas Arboretum
Beyond Girls Inc., Suntory partnered with growers and retailers in their markets. This included a marketing blitz to customers of 22 Calloway’s and Cornelius garden centers in Texas. In New Orleans, the cause appealed to Buddy Perino of Perino’s Home and Garden Center, who has daughters and nieces in the business. The charity Perino supports is Covenant House.
Soiree Kawaii at LSU.
Suntory was happy to make a matching contribution of $3,280 toward the total of $6,560 to help homeless youth in New Orleans. The need is especially great this year with 130 single mothers and more than 200 children seeking refuge. “Despite the challenges brought on by the COVID-19 pandemic, we remain committed to providing love, respect and hope to all young people who come to us in need,” Donna Slay says. “Covenant House offers a lifeline for at-risk and homeless youth, recognizing the inherent good and boundless potential in each of them.”
Soiree Kawaii at University of Tennessee.
Soiree Kawaii sales are underway to support an expanded campaign in 2021. The tiny, but terrific, plants are loaded with blooms and thrive in summer conditions. Kawaii means cute or pretty in Japanese. Suntory Flowers will continue to build the Soiree Kawaii brand to raise awareness to empower girls and youth. Interested in promoting Soiree Kawaii in your market?