AMSTERDAM, NETHERLANDS — When Miley Cyrus unintentionally captured That Flower Feeling‘s brand purpose in a song, it could only do one thing: partner with creative agency 180 Amsterdam to thank the pop star for her selfless act.
The lyrics in Miley’s billboard-topping song “Flowers,” have become an anthem for self-empowerment, turning what’s typically seen as a romantic gift into a rebellious act of self-care.
It’s a message that’s not far from what That Flower Feeling has been communicating to consumers. Heather Lewis, Strategy Director at 180 Amsterdam, explained, “That Flower Feeling has always believed that flowers are a powerful and simple act of self-care, one with benefits backed by science. When we heard Miley singing the same tune, we knew we had to thank her properly.”
When it came to thanking Miley, That Flower Feeling couldn’t send her a regular floral gift because, as per the song’s lyrics, Miley doesn’t need anyone to do that for her.
Instead, That Flower Feeling and 180 Amsterdam thanked her with the next best thing: a customized vase that perfectly captures her boldly defiant spirit.
Made personal with Miley’s tattoos, the hand vase’s curious shape was designed to either be seen as a raised fist for self-empowerment or a bold sign to her ex, depending on how she feels. The latter gesture resulted in a pose that has become part of the rebellious singer’s personal brand.
That Flower Feeling didn’t stop there. The brand also took out billboards in the singer’s neighborhood, as well as a mobile billboard in LA, to personally thank her for celebrating flowers as the ultimate act of self-care.
Steve Dionne, Executive Director at That Flower Feeling, said, “When one of the world’s most famous pop stars sings about what your business stands for, you have to join the conversation. By thanking Miley on a larger-than-life scale, we’re able to stoke the cultural fire and make sure That Flower Feeling appreciates its newest, unofficial ambassador.”
That Flower Feeling has been shifting perceptions about flowers as self-care for the past year, since launching its first-ever ad campaign, “Flowers. Self Care Made Easy.” The work pushes against the overly complicated and at times ridiculous self-care rituals that have varying degrees of effectiveness, offering an easy alternative, backed by science: flowers.
Miley’s song launched in early January 2023 as the lead single in her latest studio album. Endless Summer Vacation. The song went straight to number one, breaking the record as the most streamed song in a week on Spotify during both its first and second week. It debuted at the top of the Billboard Global 200 chart and has been at number one in the US for the last five weeks while also reaching number one in over 35 countries.
That Flower Feeling is a collaborative effort by the U.S. floral industry to promote the use and enjoyment of fresh flowers in the US. Regardless of how flowers come into our lives, whether it be as an act of self-care or a gift of love, flowers offer tangible benefits to those who experience them.