London Drugs introduces COVID-themed Valentine’s cards

Drug chain London Drugs has brought back its “Cards for All” collection, complete with new additions for the COVID era. First piloted at 20 stores in Western Canada last year, this year’s lineup of all-inclusive cards is available across its entire 80-store network and online.

“Cards for All” is a line of Valentine’s Day greeting cards aimed at groups that have not traditionally had many (or any) options in the greeting card section. In addition to greetings in multiple languages, the cards also cater to people across the LGBTQ+ spectrum, as well as those in common-law, open or non-romantic relationships.

This year’s 39-card collection includes eight additions, including cards in French, Spanish and Korean, a new card for Two-Spirit people, and a COVID-themed “Love in uncertain times” line featuring messages such as “You’re not in my bubble, but you’re in my heart” and “To me, you are essential.” The card collection was developed in collaboration with creative agency Rethink, with Hartley PR responsible for media outreach.

“After the year we’ve had, connecting and sharing love is more important than ever. That’s why we’re expanding our collection to not only represent more communities, but to reach more communities too,” said London Drugs president and chief operating officer Clint Mahlman.

“Last year we stood up for diversity, inclusion, authentic love and modern relationships. But since then, the very nature of our relationships and the ways we show love have all changed,” said Morgan Tierney, executive creative director, managing partner at Rethink. “We wanted this year’s collection to reflect that.”

Chris Powell