FTD Has 'Em Seeing Red In Vampy, V-Day Ads - FTD markets for Valentine's Day - Brief Article - Statistical Data Included

Brandweek, Jan 15, 2001 by Kenneth Hein

For a 90-year-old, FTD is becoming decidedly edgy in a print campaign for Valentine's Day as it targets young men looking to purchase flowers for their loved ones.

The campaign, the first leg of a $40 million marketing effort this year, will cross outdoor and radio. FTD spent roughly the same amount last year, per the company.

Creative, via DDB Chicago, bears the tagline "Valentine's Day is now available in hot and spicy." Ads feature a leggy brunette holding the FTD signature "Forever Yours" bouquet. Ads will hit national titles including Entertainment Weekly, GQ, Maxim, Men's Health, Sports Illustrated and TV Guide. FTD bought the space closest to the relationship columns in appropriate magazines. Online banner ads also support.

FTD is shedding its conservative past because "we don't want to miss the 18- to 25-year-old category who needs to buy last-minute gifts," said Bob Norton, CEO of the Downers Grove, Ill.-based floral giant.

However, Norton said the campaign is tasteful enough that it won't "chase off" core customers. The 16,000 U.S.-based FTD florists do 10% of their annual business for Valentine's Day. Consumers spent more than $1 billion on flowers during the lover's holiday last year.

"Seventy percent of women would like to receive flowers on Valentine's Day. Even if you're a 16-year old male, you're not off the hook," said Norton.

Print ties into the ongoing "Be a Hero" TV campaign, which has been running against "male-centric" movies on cablers such as TBS and TNN. Norton is considering radio but plans outdoor ads in select cities.