Miboobs Hurt. Micramps Suck. Mibloat strikes again. That’s the feeling for many women during their period. Midol gets it and MullenLowe US realised that the brand that understands period annoyances knows how to solve them. So it remagined Midol’s logo and distinctive colourful package to feature a new, more honest take on the menstrual experience.
The campaign is built on research that showed 66% of people wish there was more open conversation around menstrual symptoms. The campaign, Reach for Comfort, uses the very words of Midol consumers to turn the product into a “megaphone” with which people can advocate for their unique menstrual needs. The playful new packaging is being supported by influencer partnerships and custom merchandise to create a cheeky campaign that gets candid about menstrual symptoms and inspires people with periods to prioritise comfort when they have them.
The idea is an extension of Midol’s Comfort is Power platform that launched in 2021.
“This was one of those ideas that started as an add-on to something else. We thought, what if we took the name, Midol, and flipped it, so the brand does the talking, and takes the onus off women? Because sometimes you just need to say, “Hey, today, my cramps suck!” As it came to life, we knew it could live on its own,” explained Tanya Wilson, creative director, MullenLowe
“The core idea is incredibly simple, and it’s also something only Midol could do. Being able to hear the audience and use our products as a platform to voice what people are feeling, it’s brave. Huge thanks to Midol® for letting us have so much fun with the language,” added Lindsei Barros, creative director, MullenLowe
“With ‘my’ in our very Midol brand name, we found the idea of pairing the voice of menstruators with products to be a unique and powerful way to bring to life the brand’s multi-symptom period care offerings. This campaign pushes to normalize talking about period symptoms but more importantly, doing something about, reaching for comfort vs. powering through,” stated Kelly Fanning, general manager VP marketing for Bayer.
Credits:
Client: Bayer
General Manager VP Marketing: Kelly Fanning
VP, Brand Integration PR, Influencer and Social: Denise Vitola
Marketing Director: Kana Schmidt
Brand Manager: Kelly Kretschmar Zunick
Media Strategy & Activation: Andrea Fischer
Creative Agency: MullenLowe US
Executive Creative Director: Ricard Valero
Global Creative Director: Carlos Rodriguez
Creative Directors: Bike Bayer, Tanya Wilson & Lindsei Barros
SVP, Executive Director Global Strategy: Jonny Gadd
Group Strategy Director: Andrea Schulz
Associate Strategy Director: Mairi McCaslin
Print Producer: Aidan Finnan
President: Kelly Fredrickson
VP, Group Account Director: Greg Masiakos
SVP, Executive Director: Emily Brooks
VP Account Director: Ashley Abdelhafidh
Senior Account Executive: Iria Garcia
Production Agency: OLIVER
Business Unit Director: Justin Reider
Senior Executive Producer (CGI): Cher Fernhold
Creative Director: Wayne Langley
Producer: Nikki Bowden
Senior Account Director: Michael Brown
Influencer Kit Printer: IDL
Senior Client Director: Jim Wahl
Senior Client Services Project Manager: Darlene (Dee) Potts
PR & Influencer Partner: TwelveNote
Senior Vice President: Erin Fitzgerald
Account Supervisor: Courtney Pulicella
VP, Engagement: Cristina Nogueras
