Develop a social suite of assets with a new brand positioning that speaks to Midol's role in women's lives.
Years after creating the period-pain relief category Midol had lost share, voice, and brand relevance.
As part of the brand repositioning work we challenged Midol to look beyond their competitive shelf set and evaluate the category based on cultural.
88% of women say their period pain alters their lifestyle but rarely treat it with medication.
THE HUMAN INSIGHT
Period pain is not given the same attention as other chronic pain making women question the severity of their experience, minimizing their need for relief.