The Brief

In 2020 we created the 'Seen + Heard' campaign for Intimina, using creativity to help normalise conversations about menstruation and help tackle the ongoing period taboo. This tactic, activated in 2022, was the third in our ongoing campaign, following Pantone 'Period' and 'The Wait'.

The Big Idea

We created a unique uterus-shaped breakfast cereal called Period Crunch to put conversations about periods on the breakfast table. It ended up sparking conversations in the media and on social media across the planet.

Our statement-making cereal followed research we issued revealing that almost half of people are too embarrassed to talk about periods and three quarters would never mention menstruation in everyday domestic settings, such as around the dining table.

Every piece of the raspberry-flavoured cereal resembled the structure of a uterus and put the spotlight on the ongoing social barriers around period conversations.

The Results

Like Seen + Heard tactics before it, Period Crunch got the world talking about menstruation, with almost 400 pieces of global coverage secured including Daily Mail, Mail Online, LadBible, Metro, syndicated news outlets across America and even Piers Morgan eating a bowl of cereal live on his show. Across social media, people from all sides of the political spectrum were talking about and sharing the idea and to date we've had well over 1,000 requests to buy the cereal.