| Story | Problem: Americans love flowers. But, unfortunately, they’re only the go-to gift when celebrating others. People rarely buy them for themselves -as they’re expensive and are seen as luxury products. CalFlowers, a floral association, wanted to change this by offering a fresh perspective, moving flowers from a special gift to something more personal and habitual.Solution:Flowers. Self-care made easy.Flowers are proven by science to provide the same benefits people are currently seeking from more complicated and expensive self-care routes, without any of the weird stuff.Because let’s face it, Goat yoga. Vagina steaming. Coffee enemas. (All real things, btw.)Self-care is becoming a bit…out there. But doesn’t have to be so hard (or so out there). It can be as simple as buying flowers. By giving people permission to buy flowers regularly for themselves, we helped create a new, high-volume customer base and increased revenue opportunities for the whole category. |