Midol Gets a Much-Needed Makeover to Appeal to a New Generation of Women

The Bayer-owned medication is taking to social to reach new customers

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

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.

Midol was first marketed as a drug to relieve menstrual pains in 1938.Midol

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.

While there were design tweaks over the years, it’s now been quite a while since the brand got an update.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in