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...