Danziger Creates Sparkling Chrysanthemum Types
Do flowers have personality? Of course they do! That is one of the reasons consumers love to buy them. Flowers are an expression of their personal style and personality.
“Research has shown that consumers perceive brands as people,” says Uri Goldstein, CEO of Danziger Colombia. “It’s what draws consumers to a specific brand, and ultimately inspires purchase of their products. At Danziger, we’re taking this idea to our chrysanthemum varieties. In a crowded category like chrysanthemums, attaching personality traits to the different varieties can help open them up to new uses and unique design ideas.”
Chrysanthemums are a very basic product for the flower industry. More and more, they are being divided into families according to the shape of the flower head. “We wanted a fun and innovative way to look at the category, so we asked our team if there could be a way to expand the descriptions,” says Goldstein, “and the personality pairings came through.”
From peppy and youthful to classy and bold, there is a Danziger Chrysanthemum to fit every consumer style.
How does it work? Danziger’s team created three distinct consumer personas, giving each a name. Then, they matched a chrysanthemum variety to the persona. For example:
‘Judith’ is elegant and classic. She doesn’t want to draw too much attention, but loves to look perfect when noticed. Her perfect chrysanthemum is ATLANTIS®. This chrysanthemum is neat, elegant and very symmetrical. It’s easy to color or tint and features sturdy stems. ATLANTIS® also has excellent vase-life.
‘Megan’ is bold and innovative. She likes to stand out in a crowd and loves being unique and on-trend. Her perfect chrysanthemum is BACI™. This multi-petaled, unsymmetrical variety is unique and definitely on-trend. It creates stunning bouquets and arrangements.
‘Zoey’ is never afraid to try new things. She’s youthful and full of life. Her perfect bloom is CRAZY LADIES™. This totally unique chrysanthemum matches her enthusiasm and outspoken nature.
“Adding a little personality can breathe new life into the category,” says Michal Shafransky Fridman, marketing and communications manager for Danziger Cut Flowers. “Our goal is to provide a little insight into the target consumer and spur creativity for new floral design styles.”
Looking at the cut flower business in an innovative and new way is nothing new for Danziger. Innovation drives every decision, and striving to be better is part of the company culture. Danziger is a market leader in daisy mum. That extensive experience, with a wide number of growers, brings unique knowledge to the cut flower business as a whole. Danziger experts are focused on sharing that knowledge with their customers, in order to bring the most innovative products to market.
Danziger’s Colombia production site focuses on research and development, providing new varieties specifically targeted to the American consumer. The state-of-the-art facilities provide elite stock to growers. “Danziger experts provide our customers, not only with the highest quality product, but with know-how,” adds Goldstein. “From growing and logistics to shipping and marketing, we help our customers produce a superior final product for point-of-sale.”
Just as personalities change and grow, Danziger’s Cut Flower business is ever-evolving to better serve our customers.
What’s Your Flower Personality? Share your thoughts with us. Want to know more about our sparkling chrysanthemum personalities? Contact us!