Midol: M-Powered

Midol, a menstrual pain brand, launched a campaign in the US to increase sales growth and persuade women that period symptoms were more than just pain and deserved more than a general pain reliever.

Campaign details

Brand: Midol Agency: 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, "soldie

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