Period Crunch by Intimina Sparks Conversations About Menstrual Matters
Laura McQuarrie — May 31, 2022 — Lifestyle
References: intimina & famouscampaigns
Period Crunch is the conversation-starting cereal by health brand Intimina that launched as part of the ongoing Seen + Heard period positivity campaign, which normalizes and increases the visibility of menstrual wellbeing. Through its research, the brand found that 82% of people can't correctly identify where the uterus is and the uterus-shaped breakfast cereal features a box with a diagram of the female reproductive system so that people can properly learn to locate where the uterus is in the body.
The brand also found that 48% of people still find themselves embarrassed to talk about matters related to menstruation and 77% of the people surveyed said they have "never talked about anything to do with menstruation at the kitchen table."
The brand also found that 48% of people still find themselves embarrassed to talk about matters related to menstruation and 77% of the people surveyed said they have "never talked about anything to do with menstruation at the kitchen table."
Trend Themes
1. Period Positivity - Marketing campaigns that normalize menstruation and promote product innovation, such as menstrual health and digital wellness tools.
2. Anatomical Education - Innovative products that provide educational opportunities about biological systems through unconventional means, such as uterus-shaped cereals.
3. Taboo-breaking Advertising Campaigns - Advertising that challenges traditional taboos, such as periods, and promotes greater visibility and acceptance of marginalized communities.
Industry Implications
1. Food and Beverage - Opportunities for creative product design and packaging that educate the public about important health issues.
2. Health and Wellness - Tools and resources that promote sexual and reproductive health education, including tools that facilitate more open conversation around menstruation.
3. Marketing and Advertising - New and innovative ways to capture consumer's attention through campaigns that challenge traditional gender norms and taboos.
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