Bluephoria branding

Photos courtesy of Suntory Flowers

Unique plants present opportunities for special branding campaigns at retail. Suntory Flowers created a special brand and look for Sun Parasol Original XP Bluephoria — the first mandevilla on the blue spectrum. Pink buds open and magically turn bluish-purple. The more heat and light, the richer the color. Brand assets include a psychedelic logo with a color gradation from magenta to blue. Three Florida growers used these creative assets to come to market in their own way instead of all being the same.

Costa Farms

Costa Farms created a branded gallon pot and special plant tag. Plants were sold through Lowe’s and Walmart. A QR code linked to more information about Bluephoria and included planting and care support. Next year, Costa’s gallon pot program will expand to include more unique varieties: Sun Parasol Original XP Mauvelous and Sun Parasol FiredUp Orange and Coral. Sun Parasol Original XP Sunbeam continues to be a strong seller with its sunny yellow blooms.

Everbloom Growers

Everbloom Growers decided to use the unique varieties to create its own brand, Kore Kolors. Cart signage promoted Bluephoria, Mauvelous and Tropica Grande Citrine. Each rack carried the assortment in decorative pots. The brand message “Bring the Tropics Home!” promoted easy care. A QR code linked to more information on the three varieties. Plants were sold through The Home Depot.

Gray's Ornamentals

Gray’s Ornamentals also executed an effective cart program focused solely on Bluephoria at Home Depot stores. Larger carts were full of white 3-gallon decorative pots full of blooms that really popped. Pricing was just under $25 for the larger plants, commanding a premium.

“It was a successful program, and we are going to continue with it,” says Jesse Johnson of Gray’s Ornamentals. “The cart banners really helped to drive a lot of excitement and awareness for the product.”

Pleased with the Bluephoria launch, Suntory Marketing Director Delilah Onofrey says, “Breeding companies are happy to support growers in ways that best fit their market strategies. Brand elements are consistent, but one size doesn’t fit all. There is room for growers to differentiate, whether it be branded pots, tags or signage. Offering flexibility helps growers buy into the program.”