Branded blooms find fertile market

Petrecca, Laura; Diaz, Ann-Christine
January 2000
Advertising Age;1/24/2000, Vol. 71 Issue 4, p16
Trade Publication
The article reports on the efforts of some companies to establish their names in the floral retailing business in the U.S. Hallmark Cards and Martha Stewart Omnimedia are just two companies aiming to leverage established brands into the $15 billion floral market. In late fall, Hallmark quietly kicked off its floral delivery service in five test markets. Meanwhile, Martha Stewart debuted Marthaflowers through the company's Web site and Martha by Mail catalog in time for Christmas. Not to be outdone in the floral name game, well-known produce marketers Sunkist Growers with its Sunkist brand and Dole Food Co. with Dole have extended their names by licensing their brands for use on supermarket-distributed flowers. INSET: Leveraging the brand.


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