Starting with breeding and propagation of carnations in the 1960s, Selecta One has come a long way. Today the carnation assortment includes cut carnations and pot dianthus with over 100 varieties. With the acquisition of Moraglia Breeding (IT) and Whetman Plants International (UK) in 2024, Selecta has further strengthened its carnation breeding programme and thus its claim to be the No. 1 in dianthus. "In dianthus Selecta One is the market leader with big shares for many years now", says Klaus Gaumann, the company's Director Marketing and Product Management.
According to Gaumann, Selecta's pot dianthus range is well-known for its trusted lines and varieties, successful individual products, well-known classics and exciting innovations, and for reaching milestones in the market together with emotional marketing concepts
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Dianthus assortment
"The assortment features highlights such as Oscar®, the leading series among pot dianthus. With a homogenous growth habit, good branching and early flowering, this line is a key to success for every producer. 19 varieties are available in many beautiful colours, and the bi-coloured varieties in particular stand out. Many stand-alone varieties like I❤U, Peach Party®, and Purple Wedding® have successfully established themselves on the market. And one stands out in an exemplary way: with Pink Kisses®, Selecta has succeeded in turning a plant into a brand."
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Pink Kisses – from plant to brand
As said above, with Pink Kisses, Selecta turned a plant into a brand. Launched in 2013 in small quantities, Pink Kisses quickly increased in popularity. "It became a favourite among producers and consumers alike. Due to their easy to produce character, they rapidly became a bestseller."
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30 million plants in less than 10 years
The milestone of 30 million plants sold was reached in less than 10 years. According to Gaumann
the special characteristics are an abundance of pink flowers (with a play of colour), a gentle scent, a long flowering period (continuous from March to September) and good winter hardiness. "The plants are easy to care for and robust, they are suited for indoor and outdoor use."
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Selecta's first product supported by a consumer targeted marketing
It is the first product ever in Selecta history which has been supported by a consumer targeted marketing campaign and developed to a brand. Since 2017, Pink Kisses has been promoted with the slogan "as beautiful as our friendship" representing a symbol of small gifts exchanged among friends. Initially designed for the German market, it swiftly adopted a global perspective through expanded media outreach.
"With constant improvements and amendments every year, Pink Kisses has managed to make its consumer campaign tangible and personalised on the relevant social media channels with real people."
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Social media campaigns
Building on the success of the 2023 campaign 'Pink your garden' and the 2024 initiative 'Pink Match!' - where Pink Kisses were highlighted as key elements in enhancing garden aesthetics and as a pink symbol for friendship dates - the new 2025 social media campaign for Pink Kisses carries the theme "Pink your friendship." "This campaign aims to celebrate the unique and enchanting bond of female friendships."
According to Gaumann, Pink Kisses represents not just friendship but also provides audience-specific content on various friendship-related topics, illustrating how beautiful moments can be created with Pink Kisses. "The brand aims to establish itself as the go-to platform for girl friendships, offering followers a vibrant mix of color, joy, and friendships."
"With two new Pink Kisses. brand ambassadors, who connected at the Pink Match Date 2024 and developed their love for the product, the benefits of Pink Kisses are emphasised and the image as a symbol of girl friendship is further expanded. And on Instagram and TikTok, Pink Kisses creates authentic moments that add colour to every girl's friendship."
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Mutations with new name, target group and positioning
Meanwhile, there are mutations of Pink Kisses. "They are marketed under a completely different strategy: name, target group and positioning that clearly differentiate themselves, but that's another story!"
For more information:
Selecta One
www.selecta-one.com
PINK KISSSES®
www.pink-kisses.eu