Midol is an over-the-counter medication known for relieving menstrual symptoms, although the product originally positioned itself as an alternative for head and tooth pain relief in the early part of the 20th century.

In 1938, Bayer began to market the over-the-counter medication for relieving period discomfort, and Midol’s brand identity evolved along with women’s place in society. In recent years, however, the brand surmised that women were well aware of their products; it leads sales in its category, but after further analysis, they found that consumers didn’t know Midol’s values, nor could they recall the color of their packaging.