Midol is an over-the-counter medication that was created to offer relief from menstrual symptoms and it is now introducing a fresh new look to appeal to a new generation of consumers. Midol was initially positioned as a product for head and tooth pain relief but it began to be marketed as a solution for alleviating period discomfort in 1938. Now, Midol is appealing to Millennials and Gen Z with bold, memorable packaging that helps to clarify its message and benefits.
The redesigned product boasts a bright yellow background and different accent colors to represent different formulas like Complete, Complete Caffeine-Free or Long Lasting Relief to soothe minor muscle aches and pains. The updated packaging is more than about new aesthetics, as the strong graphics also subtly communicate new attitudes on womanhood and women’s health.
Image Credit: Bayer