For this Valentine's season, as Global Marketing Manager at Danziger, I had the idea to do something different. And with AI, I already tried and played to create awesome new ways to promote our flowers. But this time, I explored my creativity, drew on my knowledge of our collection, and got inspired by Bridgerton, the new season on Netflix that's all over TikTok feeds and social media. We created 4 reels, and many told us they were really cool. So here's my vision and inspiration.
Is AI a Tool You Can Use for Marketing Campaigns?
In today’s world, consumers don’t just buy products – they buy moments, moods, and meaning. Design, fashion, film, and social media continuously shape what people aspire to feel.
When a cultural phenomenon captures attention, it does more than entertain. It influences how homes are styled, how tables are set, how events are designed, and ultimately, what people purchase.
For the floral industry, this represents both a challenge and an extraordinary opportunity.
Beyond Breeding: The New Drivers of Demand
For decades, floriculture has been driven by breeding excellence, stronger stems, longer vase life, better performance for growers, reliability for wholesalers, and quality for florists and event designers. That foundation remains essential.
But in today’s visual culture, performance alone does not unlock full market potential.
Streaming series, viral aesthetics, and immersive design worlds influence how consumers imagine beauty. And when a particular look captures attention, it rarely stays on the screen.
It moves into real life.
When Culture Shapes Consumption
One of the clearest recent examples of cultural influence on aesthetics has been the global success of The Bridgerton series.
With the launch of its new season, the series generated enormous media attention and digital buzz. TikTok feeds are filled with Regency-inspired tablescapes. Instagram overflowed with romantic florals, layered centerpieces, and soft, abundant styling. Fashion, interiors, and event design quickly echoed the same visual language.
The show did not simply entertain; it amplified an aesthetic where flowers were central to the atmosphere.
Lavish ballrooms overflowing with florals. Dramatic centerpieces. Soft yet powerful color palettes. Flowers were not decorative details – they were central characters in the atmosphere.
When a visual language spreads at that scale, it rarely remains confined to the screen.
Flowers shift from decorative accents to defining elements. This does not mean consumers consciously decide to “buy Bridgerton flowers.” What happens instead is subtler – and more powerful. The aesthetic normalizes abundance, softness, and floral richness.
It reshapes expectations of what a celebration looks like. When expectations evolve, perceived value evolves with them.
Flowers become the bridge between cultural inspiration and real-world experience. And that bridge is where long-term opportunity begins.
In a social media-driven world, aesthetics travel at algorithmic speed. Industries that respond quickly don’t just participate – they gain visibility while the conversation is still unfolding. Cultural moments no longer build slowly over months; they surge across platforms within days. Cultural phenomena do not create demand overnight – but they can accelerate the direction in which desire is already moving.
From Exposure to Desire
When people repeatedly encounter a certain aesthetic – especially one associated with romance, aspiration, and experience – it becomes familiar. And familiarity reduces hesitation.
Visual storytelling creates memory.
Memory creates desire.
Desire seeks replication.
In floriculture, this means that when flowers are embedded in a cultural narrative, they begin to feel less like seasonal commodities and more like emotional essentials.
They are no longer only part of Valentine’s Day. They become part of a lifestyle. And lifestyle positioning carries stronger perceived value.
Why This Matters for Florists, Wholesalers, and Growers
When flowers are embedded within a cultural context, several powerful shifts occur:
- Perceived value increases
- Design possibilities expand
- Emotional storytelling becomes easier
- Price justification strengthens
- Demand stretches beyond a single holiday
Florists gain inspiration that resonates naturally with clients.
Wholesalers gain varieties that come with built-in narrative potential.
Growers benefit when products are positioned not just for performance, but for relevance.
Instead of selling stems, we begin selling atmosphere.
And atmosphere travels further than a single date on the calendar.
Translating Insight Into Action
This past Valentine’s season, we chose to put this thinking into practice. With the launch of the new season of Bridgerton generating significant buzz across TikTok and Instagram, we identified a real-time marketing opportunity. The floral-rich aesthetic dominating visual culture provided a natural stage for storytelling. Rather than simply observing the trend, we chose to test how real-time storytelling could translate into floral positioning.
We created four short-form reels, two of which I already showed above, two to follow! Keep reading! Each reel centered around one of our varieties:
- Xlence® | Gypsophila
- Scoop® | Scabiosa
- Senti French Kiss™ | rose
- Senti Intensity™ | rose
The intention was not to claim immediate measurable impact on sales, but to explore how contextual storytelling can influence perception and inspire new design thinking. Instead of presenting flowers as isolated product shots, we placed them inside an atmosphere – inside a narrative – inside a cultural frame consumers were already emotionally engaged with.
When marketing aligns with cultural momentum, it generates inspiration at the florist level, conversation at the wholesale level, and stronger positioning at the grower level. Because when flowers feel natural within an aspirational environment, they begin to feel essential beyond it.
Making Flowers a Habit – Not Just a Holiday
The long-term growth of our industry depends on transforming flowers from occasional purchases into habitual lifestyle elements.
Not only for Valentine’s Day, Mother’s Day, and Weddings. But also for dinner parties, home styling, and personal rituals. Or unexpected romantic gestures. When flowers are seen as design elements, emotional amplifiers, and storytelling tools, consumption expands organically. Cultural moments like Bridgerton remind consumers how powerful flowers can be in shaping experience. Our role – as breeders, marketers, wholesalers, and florists – is to translate that reminder into everyday relevance.
Leading with Creativity – Alongside Genetics
The next chapter of floriculture will not be written by genetics alone – but by how those genetics are brought into culture. Breeding excellence remains foundational. Without strong genetics – performance, reliability, consistency – storytelling has no substance. But in today’s market, innovation does not stop at performance.
True leadership lies at the intersection of breeding excellence and marketing imagination. At Danziger, we are proud not only to introduce new genetics to the market but also to explore new ways to place them within culture. Flowers have always carried emotion. Today, they also carry narrative. And when flowers become part of the story, they become far harder to forget.
