IPG's Huge is showcasing a new type of tampon dispenser at this week’s SXSW show in Austin.
The new device is described as a passion project, led by the agency's senior social marketing manager Stephanie Loffredo.
Her idea originated after seeing broken tampon dispensers at the tech and marketing-centered conference last year.
Loffredo then applied for a fellowship at Huge to incubate the idea. The agency is now debuting one of 10 prototype modes at this year's show.
Dubbed “Hooha,” the device invites women to text their need for a tampon, eliminating the coin slots found in traditional dispensers.
Hooha also features a window, absent from the design of most dispensers, to show users the machines’ stock level. Hooha can fit up to 60 tampons, which the agency claims is three times more than the industry average.
In addition to physical installations at SXSW, Hooha and partner The Female Quotient are helping to spread awareness about this project across social media.