Pink fluff

Hi all,
As the resident journalist, I am encouraged to contribute regularly to the Marketing Mix blog. Not that I ever need much encouragement to climb upon a soap box and "express myself"...

Following the afternoon naps and lazy beach days of my December vacation, 2007 seems to have started with the proverbial "bang". I feel as though January has slipped right through my fingers in a matter of seconds. And now, deadlines and Valentines Day looms.

Ah yes. Roses and hearts everywhere, couples gazing at each other over candle lit dinners and pathetically cute soft toys. The inevitable marketing tsunami fills me with dread (more hearts and cutesy punchlines to endure). I wonder if we will see any truly exciting campaigns this year, amongst all the pink and red fluff.

I quite enjoy the NetFlorist radio ad, which features (supposedly) Toni Yengeni calling in to a radio talk show, and getting information about flowers that can be delivered to his mum without him having to leave jail for the weekend... a sassy dialogue and simple offer have been seamlessly tied into a (truly) funny scenario. I only hope that we will not be subjected to the ad every 30 minutes...

What I would like to see more of is Valentines advertising that considers the singleton (who, no doubt, will be dining alone or in the company of her cats on Valentines evening). Not that she is your target consumer (she is not rushing out to buy silk boxers for her man..). But she still has a sense of humour and a credit card...