Loopholes Cereal

The only cereal with pads and tampons in every box!
Nearly one in four people who menstruate struggle to pay for menstrual care items, which is an unfortunate truth. Many people must often choose between purchasing food or period care products when money is tight. In honor of International Women's Day, 72andSunny teamed up with nonprofits PERIOD., Free the Period, Ignite, No More Secrets, and The Flow Initiative to create Loopholes' fictional cereal brand. This campaign showcases the severe healthcare issue that millions of people face.

For this project I was tasked with bringing a visual treatment to the box design. I leaned in to the pink and red color combination as a tongue in cheek nod to the subject matter, while simultaneously being eye catching and attention grabbing. I also introduced our two little hero characters, making pads and tampons less of a taboo subject, and more fun!

Agency: 72andSunny NY
Creatives: Anne Marie Wonder, Emily Hovis
Designers: Robyn Makinson, Natalie Mayer