Putting a Colorful New Spin on Landscapes: Introducing Abelia Kaleidoscope We were tasked with introducing Abelia Kaleidoscope not just to the trade, but to the consumer gardening world as well. Differentiating the new variety was easy—it sells itself with a long-lasting, constantly shifting display of brilliant color plus great habit and tough nature. Plus, it was the longest blooming Abelia on the market. To launch Kaleidoscope, we designed a multi-pronged launch strategy incorporating trade and consumer media print ads and electronic ads featuring a mix of e-news and web placements. We were also able to negotiate a number of free product listing placements in multiple publications. In addition, we employed a targeted, strategic public and media relations campaign integrating carefully timed press releases, product releases and new variety showcases. Kaleidoscope launched to rave reviews, and sales spiraled to high levels. The variety received a number of industry awards and accolades, including being named one of the best new varieties for 2011 in the January/February issue of consumer magazine Gardening How-To.

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