In 1938, Bayer began to market the over-the-counter medication for relieving period discomfort, and Midol’s brand identity evolved along with women’s place in society. In recent years, however, the brand surmised that women were well aware of their products; it leads sales in its category, but after further analysis, they found that consumers didn’t know Midol’s values, nor could they recall the color of their packaging.
So, they knew it was time for a brand refresh.
Martha Seidner, design manager at Bayer’s American Pain and Cardio business, told Adweek that that research validated the decision to go ahead with a redesign.
The new look, crafted with help from design agency GoDutch and advertising shop Oliver, breathes modernity into the brand, ditching the old monochromatic approach with something bolder. A bright, yellow background ties together the Midol range of products, with a different saturated hue for each formulation. The new wordmark does away with serifs and both standout while also reflecting strength, something intended to be more reflective and appeal to millennials and Gen Z women.
Midol’s brand refresh comes as millennials approach and reaches its peak purchasing influence with Gen Z not far behind, bringing along different and evolving attitudes towards womanhood and women’s health.