Midol & Bayer: Midol No Apologies Period

Midol, a period relief brand, launched a campaign in the US to normalize the conversation around menstruation to stop the stigma and broaden usage to millennials and Gen Z menstruators.

Situation Analysis

Millennial and Gen Z women are defined by their ambition, confidence and desire to make a difference in the world. But in this cultural moment of "girl power," there's at least one subject where they completely lose their confidence – during their periods. Midol, the #1 Period Relief brand, discovered that 62% of menstruators under age 40 have apologized for their periods or period symptoms. The worst part? They learned it from older generations.

Midol, which rebranded last year to broaden its appeal, particularly to Millennial and Gen Z menstruators, decided it had to stop menstruators from apologizing...

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