Midol Pain Relief Gets Candid About Menstrual Cycles

From backaches and bloating to sore boobs, the new campaign for Midol inspires people with periods to own how they really feel. How? By harnessing their iconic Midol logo and distinctive colourful package (trade dress) to feature a new, more honest take on the menstrual experience.

Midol provides multi-symptom period relief so you can feel comfortable. But still, we found that 66% of people wish there was more open conversation around menstrual symptoms. The campaign, 'Reach for Comfort,' uses the very words of their Midol consumers to flip their product into a megaphone with which people can advocate for their unique menstrual needs. Through playful package design, influencer partnerships and custom merch, this cheeky campaign gets candid about menstrual symptoms to inspire people with periods to prioritise comfort on their periods. Owning the need for comfort in a way that only Midol could do. 

This idea is an extension of their 'Comfort is Power' platform which 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.” said Tanya Wilson, creative director at 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.” said Lindsei Barros, creative director at 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 normalise talking about period symptoms but more importantly, doing something about, reaching for comfort vs. powering through.” said Kelly Fanning, general manager VP marketing for Bayer.