“We decided that hey, it’s 2017, it’s time for women to have a spot at the table, and nevertheless, she persisted. That’s why we made Cards Against Humanity for Her. It’s trendy, stylish, and easy to understand. And it’s pink.”
These are the words of Jenn Bane, community director at Cards Against Humanity as the famous card game goes pink with its first ever edition of Cards Against Humanity for Her.
Because it's 2017 and women still need for her, extra pink, super delicate, sensitive items, right?
This brilliant creation, or should we say commentary, is a great lesson in how a strong brand voice leads to strong brand identity.
If your brand is going to go all the way, then it’s got to go all the way. It can’t be edgy or thoughtful or poignant for a week and then step back into the shadows. No, it’s got to be consistent.
Because ultimately, that’s the thing that helps people associate with your brand on a deeper level.
The way a brand speaks is a direct reflection of how it thinks. Customers are smart enough (or perhaps emotional enough) to look past just the product level. They want to know that doing business with your brand gives them a certain feeling about who they are as people as well.
In this case, Cards Against Humanity is demonstrating 3 things:
1. That it is aware of what’s going on in today’s society.
Women experience pay gaps (even more so when it comes to those of ethnic backgrounds), stereotypes of their capabilities, widespread generalization of their identities and much more.
Especially given the current political climate in America, these issues are very much top of mind.
2. That it’s not afraid to take a stand and damn well will take a stand.
If the Cards Against Humanity for Her’s fiery press release in all its sarcastic glory was any indication of how the brand is totally calling out gender stereotypes, then you know exactly what we’re referring to.
It starts out by using every single ill-minded stereotype in a sentence, meanwhile lacing it with the facts.
“Cards Against Humanity for Her makes me feel like my type of beautiful,” said writer Lisa Beasley. “I can’t wait to share this game with my girls. As a black woman who makes 63 cents on the dollar, I would dip into my savings to get this game.”
And then it goes into complete nonsense, which is unfortunately what a lot of female-centric products disintegrate into despite well-intentions.
“Rachel is the best Bachelorette we’ve ever had,” said writer Ali Barthwell. “She has the best chemistry with Dean or Peter. Bryan is too good to be true, and I don’t trust him.”
The profits from this product are donated to EMILY’s List, an organization that aims to get more pro-choice Democratic women into office.
“…because of the political mess in America.”
3. That brands can do better when it comes to creating “female-themed” products.
This project is largely political, but hey, brands can be under that umbrella too.
And it’s time to cut the crap, especially with the whole “pink tax.”
Women, just like ANY other consumer, want and need products that serve purpose in their lives. That’s it.
They don’t need pens formulated for a “women’s grip.”
Nor do they need graphic tees with added sparkles.
So really, this deck of cards just calls all of that out. People should really listen, because the bluntness in which it’s delivered really outlines just how critical it is to understand the issue.
Well done to Cards Against Humanity, for being brave enough to state what everyone should really just understand by 2017.
Can’t wait to play with some rosé while getting manis and pedis done.*
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