Bayer Healthcare: Midol brand restage

The menstrual pain-relief product, Midol, revamped its brand identity to grow into the expanding women’s wellness category, attracting new customers and increased sales.

Executive Summary

Midol, a 100-year old menstrual pain relief brand, was completely renovated and relaunched in 2020. Keeping nothing other than the brand name, we created a brand strategy, breakthrough visual identity and package design to appeal to a new generation of women. Within months, the solution led to brand and category growth, with increased household penetration and sales, and opened doors for new innovation and distribution.

Context and Overview

In 2019, Midol was the market leader in the $63MM menstrual category, a specialty segment in the general analgesics aisle. A small category, Midol and its competitors languished in an...

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