Midol launches period-positive campaign

Creative agency MullenLowe has launched this new campaign for painkiller brand Midol, harnessing the brand's iconic logo and distinctive colourful package to feature a new, more honest take on the menstrual experience.

Midol, a drug brand providing multi-symptom period relief, found that 66% of people wish there was more open conversation around menstrual symptoms. 

The campaign, Reach for Comfort, uses the very words of Midol consumers to flip their product into a megaphone with which people can advocate for their unique menstrual needs.

Through playful package design, influencer partnerships and custom merch, the initiative gets candid about menstrual symptoms to inspire people with periods to prioritise comfort on their periods. This idea is an extension of its Comfort is Power platform which launched in 2021.

“This was one of those ideas that started as an add-on to something else. We thought, what if we took the name, Midol® and flipped it, so the brand does the talking, and takes the onus off women? Because sometimes you just need to say, “Hey, today, my cramps suck!” As it came to life, we knew it could live on its own.” – Tanya Wilson, Creative Director – MullenLowe.