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Midol has been through a lot of brand iterations since it was founded in 1911.
At first, it didn’t have anything to do with periods. It was marketed simply as a safer alternative to popular pain relievers of the day (narcotics) and then briefly as a cure to hiccups.
Then finally, Midol found its niche: menstrual pains. In 1938, the brand started running ads that, true to its time, leaned on feminine norms and shied away from any overt mention of the bloody monthly phenomenon itself.
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