In Scandinavia, there is a very special myth about the beautiful plant Erica gracilis: It is said that the Erica catches the last rays of summer sun and carries them inside before the darkness of winter comes.
"We see this myth as a very nice and positive association with the "Heidi's", which is why we developed the new product concept based on it," explains Sabine Hiedl, who is responsible for the "Heidi's" brand. The result is "SOLfanga - catch the sunlight!". "SOLfanga means 'sun catcher' in German. With the corresponding product image - a girl jumping through a heather field, trying to catch the last rays of sunshine with a landing net in her hand - we want to stimulate the emotional side of the end consumer's purchase decision," explains Sabine Hiedl further. For an all-round closed sales package, the "Heidi's SOLfanga" varieties are sold in a special concept pot with a sustainable stick label. Other advertising materials, such as posters, are available for active sales promotion.
The "Heidi's SOLfanga" product concept starts with the early-flowering varieties, which start flowering as early as mid-August. "We have been breeding early-flowering varieties for years," explains Lorenz Hiedl, one of the two breeders of the "Heidi's" brand. "With the classic Erica colors pink and red, our new early-flowering varieties 'Balu' and 'Calimero' are ideally suited for the Scandinavian market." Scandinavia is a traditional market for Erica gracilis. These have a comparable status there as callunas in Germany. "We see great market potential in Scandinavia for our "Heidi's" and hope that the customers will like the product concept as much as we do," says Sabine Hiedl.
The first dealers are already delivering "Heidi's SOLfanga" to Scandinavia for the first time this autumn.