The archive · Brand & Identity · Marketing decision · 2022
72andSunny's fake cereal brand Loopholes prizes a cycle's worth of period products
A fictional cereal brand whose in-box prize is a cycle's worth of period products, built to make US period poverty visible.
72andSunny
What it had to solve
It's 2022 and period poverty still exists: nearly one in four people who menstruate in the US struggle to access period products and over 80% of teens polled have missed school because of their period, yet there is no major federal funding — millions of families choose between food on the table and period products.
How it works
In 2022 period poverty was still a reality in the US: nearly one in four people who menstruate struggled to access period products, over 80% of teens polled had missed school because of their period, and no major federal funding existed to close the gap — so millions of families chose between food and period products.
72andSunny New York's answer was Loopholes, a fictional cereal brand where the prize inside every box is a cycle's worth of period products. By borrowing the most familiar object in the American pantry and its promise of a toy inside, the campaign made the absence of federal support legible: here was a product that could put the products people needed directly into shoppers' hands.
The brand existed to put period poverty on people's radar and to push the Menstrual Equity for All Act, urging supporters to back the legislation. The work was strong enough as an idea to be archived by D&AD, where it sits in the Branding and Graphic Design categories.
Why it lands
- It translates an abstract policy gap into a tangible, absurd product, so people grasp the problem in one glance.
- The cereal-box prize is a universally understood ritual, giving the idea instant cultural grammar.
- It converts awareness into a specific ask — support for the Menstrual Equity for All Act — instead of stopping at emotion.
- The fictional brand is fully realized, so the satire reads as a real shelf product rather than an advertisement.
What it did
The fake brand turned the most recognizable ritual in American grocery aisles — the prize inside the cereal box — into an argument about period poverty, put the Menstrual Equity for All Act into the conversation, and earned a place in the D&AD awards archive.
What you can take
A familiar ritual can carry an invisible policy gap into public view: satire that looks like a real product travels further than a statistic.
Since then
Loopholes lived as an advocacy campaign rather than a product launch: its purpose was to change the conversation and to move the Menstrual Equity for All Act forward by directing supporters toward their representatives. The work entered the D&AD awards archive, where it remains as a reference point for using designed fiction to make a policy failure tangible.
Sources
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