The creatives behind irreverent party game Cards Against Humanity have unveiled a pricey all pink version, mocking discriminatory pricing practices which often leave women out of pocket.
Besides from being pink and costing $5 more, the new 'just for her' edition of the game is exactly the same as the original. The move aims to highlight the extra costs women often incur when purchasing 'female' versions of the same products men use – think razors, pens and shampoo – which is also known as a 'pink tax'.
The profits from the limited-edition product will be donated to Emily's List, a political action committee that aims to help elect pro-choice Democratic female candidates to office in the US.
A dedicated Cards Against Humanity For Her website pastiches ads for female-centric products, promising that the game will 'hydrate, lift and revive'. The creators want women to know that it 'pairs nicely with a glass of chilled white wine' and is 'the most absorbent pack yet'.
The announcement from the games firm revealing the 'designed for women' version is also littered with tongue-in-cheek quotes from female staffers. “Cards Against Humanity for Her makes me feel like my type of beautiful,” said one of the game's writers 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.”
An FAQ section answers the question of whether the product is really necessary with a series of internet and copywriting clichés: 'It's adorable. It's cute. Self-care. Take time for yourself. Chia bowl. Perfect on your coffee table or bookshelf. Watch What Happens Live with Andy Cohen. Brunch. Cheat day. Nasty women. Yaaaaaaaas queen! Good vibes only. Activated charcoal. Gender Reveal Party. Avocado face peels. You're such a Miranda. Paleo.'
Cards Against Humanity is no stranger to cheeky marketing. Earlier this year the company invited Barack Obama to apply for the role of chief executive following his departure from the White House, while during the US election it unveiled a series of anti-Trump billboards directing people towards the site TrumpIsNotATeamPlayer.com.