Midol Refreshes Brand In An Appeal To Millennials and Gen Z Consumers

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.

So, they knew it was time for a brand refresh.

Martha Seidner, design manager at Bayer’s American Pain and Cardio business, told Adweek that that research validated the decision to go ahead with a redesign.

It’s not difficult to see why consumers couldn’t remember the sterile packaging, which can easily get lost among aisles of similar over-the-counter boxes. The shopworn design punctuated with dated type had little appeal to today’s consumer.

The new look, crafted with help from design agency GoDutch and advertising shop Oliver, breathes modernity into the brand, ditching the old monochromatic approach with something bolder. A bright, yellow background ties together the Midol range of products, with a different saturated hue for each formulation. The new wordmark does away with serifs and both standout while also reflecting strength, something intended to be more reflective and appeal to millennials and Gen Z women.

Midol’s brand refresh comes as millennials approach and reaches its peak purchasing influence with Gen Z not far behind, bringing along different and evolving attitudes towards womanhood and women’s health.

Brand Identity & Packaging Designed: goDutch

Designer: Evangeline Bauerle

Creative Director / Partner: Andy Keene

Strategy: Connie Burch

Strategy / Partner: Tammy Anthony

Design Manager at Bayer: Martha Seidner

Advertising & Photography: Oliver