Midol

THE ASK

Develop a social suite of assets with a new brand positioning that speaks to Midol's role in women's lives.

THE PROBLEM

Years after creating the period-pain relief category Midol had lost share, voice, and brand relevance.

THE APPROACH

As part of the brand repositioning work we challenged Midol to look beyond their competitive shelf set and evaluate the category based on cultural. 

THE FACTS

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.