Untapped Market – Avid Home Flower Arrangers

Consumer POS display

The First OASIS® Floral Foam Consumer Pack

During its first three years on the market, OASIS® Floral Foam was used almost exclusively by florists in preparing arrangements for resale.

Then, unsolicited editorial mentions of the revolutionary new foam material, in brick form, began popping up in flower arranging feature stories in such publications as Good Housekeeping, Better Homes & Gardens, House & Home, House Beautiful, Living for Young Homemakers, American HomeandFlower Grower.

Avid home flower arrangers, yes perfectionists, began purchasing OASIS® Floral Foam bricks from their local florists.

It then appeared that an entire new untapped market – home flower arrangers – was opening up. The Smithers-Oasis Division of The V.L. Smithers Manufacturing Company was thus organized to go after this market late in 1960.

The product wasn’t launched overnight, but only after a thorough study of the market potential. It was decided that OASIS® Floral Foam should be marketed in convenient 3” diameter cylinders for home use.

These cylinders were packaged in a hexagonal package, which won a first-place award in 1961 from the Folding Paper Box Association of America. The handsome, three-color container, along with other point of sale displays, was designed by The Smith, Scherr & McDermott Co. of Akron.