Everyone deserves a card, but there haven’t always been cards for everyone. That’s why the world needs Pride + True.
Though competitors offered individual LGBTQIA+ social expressions products, no company had created an exclusive line for the LGBTQIA+ community. 13 million of the U.S. population now identifies as part of the community, and countless others identify as allies. American Greetings recognized this gap in the market and assembled a cross-functional project team to address this need.
Over the course of several months the team channeled their passion and lived experience into creating a full line of greeting cards and gift packaging with dedicated captions, community-specific language, and LGBTQIA+ involvement from start to finish. We conducted market research, defined consumer profiles, developed the Pride + True brand vision, created product samples and proposed a 360 degree marketing solution. The first product launched as a feature program in Target the Summer of 2021 and will be infused throughout Core Everyday and Seasonal programs going forward.
The team encouraged contributions from all participants, regardless of functional expertise. I wrote this piece of copy and was honored it was selected for the final line.