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Ammirati Puris Lintas: Interflora Delivered Straight to the Heart
Interflora is an association of member florists. It operates a computerised and telephone 'relay' service on their behalf, enabling flowers to be sent almost worldwide by making a phone call, or popping into a florist. Interflora provides marketing and advertising for this service.
Interflora is the best known brand in flower delivery, having 93% awareness. However the name was in danger of becoming a generic. It was also starting to be perceived as a bit boring and middle-of-the-road. People had come to believe that Interflora arrangements were a bit uninspired and predictable. This perception was being reinforced by their advertising.