Midol plays with puns to break the silence on menstrual symptoms
“Mi-cramps suck. Mi-boobs hurt. Mi-bloat strikes again.” Midol’s latest campaign makes portmanteaus out of its own name and menstruators’ monthly symptoms.
Midol, a Bayer-owned pain reliever for menstrual cramps, has unveiled ‘Reach for Comfort,’ a clever brand campaign that utilizes Midol’s own logo and packaging to break the taboo around menstrual symptoms, from backaches to bloating to sore breasts.
A continuation of Midol’s ‘Comfort is Power’ campaign from 2021, Reach for Comfort comes after an internal study found that 66% of people wish there was more honest conversation around menstrual symptoms. Previous iterations of the ‘Comfort is Power’ campaign have highlighted people as they learn how to honestly articulate why they’re canceling plans (being on their period).
Advertisement
The new work swaps out the Midol brand name from its pink and yellow boxes, opting for phrases people on their period have likely said, like “Mi-cramps suck” and ”Mi-bloat strikes again.”
“Period talk is still so taboo and even more so are the multi-symptoms menstruators experience," Kelly Fanning, general manager and vice-president of marketing for Bayer, tells The Drum. ”For a brand that has the very term ‘my’ in its name and delivers on multi-symptom relief, Midol is bringing these consumer insights to life in a playful twist to inspire menstruators to reach for relief. We hope this campaign invites people to talk about period symptoms in a relatable and honest way.”
The campaign’s media buy encompasses social, digital, online, influencer and Amazon Store-front. One such influencer partner is Victoria Browne, who has 437K Instagram followers at press-time.
Creative agency MullenLowe led the campaign, while influencer agencies TwelveNote and Linqia assisted with securing creator talent.
Advertisement
“In a world saturated with brands constantly pushing ideas at consumers, it’s rare to see a brand that listens,” said Lindsei Barros, creative director for MullenLowe. “Not only that, but it also makes its products a platform for everyone to voice their feelings. Midol is brave and we’re proud of this partnership.”
Suggested newsletters for you
Tanya Wilson, another creative director at MullenLowe, added: “There is something to be said for speaking to consumers authentically – and in this case, with refreshing honesty. This [campaign] isn’t just about smashing taboos – it’s about enabling women to own how they really feel. Because let’s be honest; periods are not fun – and it’s about time we push back on ’pushing through.’”
Credits:
Creative agency: MullenLowe
Production agency: Oliver
Influencer kit printer: IDL
PR and influencer partner: TwelveNote
Influencer partner: Linqia