When the Bayer-owned brand launched in 1911 it was marketed as a remedy for toothaches. Later it was touted as a cure for hiccups. Since 1939 the packaging described the product as a cure for “periodic pain.” Although the name was familiar with young women, the brand lacked relevance with Gen Z and was losing market share due to the increase of new female-focused start-ups.
Bayer partnered with goDutch, a small creative agency in Cincinnati, Ohio, to develop a new look, color scheme and packaging to radically reinvent Midol by tapping into the power of modern femininity. The new package design is bold with contrasting colors — including a shiny, bright yellow and matte hot pink — made to stand out on the shelf and stop her in mid-scroll. The transformation was game changing. goDutch created a bold, vibrant design system and tone of voice, inspired by today’s strong, confident women. The M in Midol is oversized and evokes a bold and heroic message designed to convey that women who are not afraid to stand up for what they believe in and are empowered to be their authentic self. The medication’s rebranding also includes a new mantra, “Live Life M-Powered.” The oversized M and new mantra coincide with the use of bold colors and helps to differentiate the brand for millennial and Gen Z women.