Midol: M-Powered

Midol, a menstrual pain brand, launched a campaign in the US to increase sales growth and persuade women that period symptoms were more than just pain and deserved more than a general pain reliever.

Campaign details

Brand: MidolAgency: OLIVER Agency

Campaign Summary

Many older OTC brands languish in anonymity, living quiet lives of diminishing relevance. A middling brand in a stagnant category, Midol uncovered a powerful truth, fueling reinvention: women were literally compromising their quality of life, "soldiering through" multiple, debilitating period symptoms that kept them from feeling like themselves. From an award-winning packaging redesign, to plainspoken language normalizing her symptoms, to firmly establishing her unalienable right to treat them, Midol struck a chord with women for the first time in decades.

Marketing Context

The menstrual pain segment has been flat...

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