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...