Launched a decade ago and now one of the bestselling single varieties in the European dianthus market. The product in question is Pink Kisses® of Selecta one. It is the first product ever in the Selecta history which has been supported by a consumer targeted marketing campaign and developed to a brand. The campaign is running for some years now and since, the demand in Europe increased significantly. The dianthus market is an important market for Selecta in which they are still growing, adding new series and varieties. Last year, they even entered the US dianthus market, with their partner Ball Horticultural Company, being the only USDA-approved breeding company supplying dianthus and pot carnation cuttings from offshore production into the United States.
How it started?
The variety Pink Kisses was launched with first small quantities in 2013. Soon after that Selecta and from the beginning of the launch it has been supported and promoted with selective promotion material. Since 2017 there is a full campaign in place including like branded pots, different labels incl. friendsticks, posters, banners, bags and accessories like lips sticks. ”It is the first product ever in Selecta history which has been supported by a consumer targeted marketing campaign and developed to a brand. Pink Kisses is positioned as girls’ friendship and ideal gift giving item with an own slogan “as beautiful as our friendship”. The campaign is running since 2017 some year now with slightly improvements and amendments every year”, says Klaus Gaumann Marketing Director at Selecta one. And the decision to develop this campaign and brand turned out to be a good decision for Selecta one. “Pink Kisses is driving the dianthus assortment and has had a major impact on the positive development of the reputation of Selecta in recent years.” The trademark Pink Kisses and its single elements are protected on a European level. And only recently, Selecta declared its intention to take consistent action against trademark misuse.
Pink Kisses® Ambiente.
What makes Pink Kisses so special?
According to Klaus Gaumann, the variety’s special characteristics are the abundance of pink flowers (with a play of colour), a gentle scent, good winter hardiness and the long flowering period, which is continuous from March to September. “The plants are easy to care for and robust, they are suited for indoor and outdoor use.”
US roll-out – groundbreaking development
Last year, Selecta One increased the supply of their dianthus to the U.S. market. This is considered a groundbreaking development as Selecta One is currently the only USDA-approved breeding company supplying dianthus and pot carnation cuttings from offshore production into the United States. “After 12 years of intensive discussions, negotiations and checks, the US Department of Agriculture has finally given the green light.” So, as of June 6, 2022, USDA-APHIS approved Selecta One to export unrooted dianthus cuttings from their Kenya farm to the United States.
Pink Kisses and the other dianthus varieties of Selecta One have been received very well. The market of indoor potted flowering plants is a growing market in the U.S., stemming from the houseplant explosion in recent years. Now consumers are looking to add to their indoor décor with living color. Easy-to-enjoy potted dianthus like Pink Kisses, Early Love, and I Love U fulfill that need, and also fit well into plant gift-giving holidays, such as Valentine’s Day, Easter and Mother’s Day. They’re densely flowered, colorful and fragrant, which capture consumer attention in store. Outdoors, dianthus are easy to care for in patio containers, on balconies, and gardens. This versatility attracts the new garden patron and speaks to their low-maintenance desire. Growers in the U.S. will appreciate the carefree production of this class, plus its ability to grow in cool greenhouse conditions, saving energy costs.
On the left: Oscar Purple Star, on the right Dianthus Oscars Mix Mood.
Dianthus – important for Selecta
The Dianthus is an important market for Selecta. “We are by far the market leader with big shares and the claim “One in Dianthus” underlines the it clearly”, says Gaumann. For several years now, they have been growing and they are still growing in the market, adding new series and varieties in their dianthus assortment, namely standalone varieties, Peach Party®, Purple Wedding®, Early Love®, Scully® and the newest success I❤U and their latest addition Aura.
Aura. Click here for more information on Aura.
Aura (named “Capitan Magnifica” in the US)
So, Aura is the latest addition to Selecta’s dianthus assortment. It was introduced at the IPM Essen in January 2023 and is now in the launch phase. “Aura is a special novelty with a special charisma. Characteristics are the vigorous, upright growth and the good branching as well as the versatile uses. Its flowers are bright pink with a white edge and it is also suitable for large pots.” And the feedback so far has been positive. “Due to this and based on the product quality and its appearance we are quite optimistic to go for another success story.”
“Pink your Garden”
In 2023, the marketing focus Pink Kisses® is on Instagram (www.instagram.com/pinkkisses_flowers/) under the claim “pink your garden”. “We follow twin girls and see how they transfer their garden into a pink paradise, picking up on current trends along the way.”
Eager to learn more about Selecta’s new dianthus and early spring crops, click here for their catalog online.
For more information:
For the North American market only: www.selectanorthamerica.com