• by Fern Siegel , August 2, 2023

The new campaign for Midol takes an honest approach to the pain and discomfort of menstruation.

The cross-platform campaign from MullenLowe U.S. focuses on how women feel about their periods. A rebranded box and the “Reach for Comfort” work, coupled with influencer partnerships and custom merchandise, is candid about menstrual symptoms and the need for relief.

The agency reports 66% of people wish there was more open conversation around menstrual symptoms.

The creative is running on social, including influencers/content creators, YouTube, display.

This idea is an extension of Midol’s “Comfort is Power” platform which launched in 2021.

“Being able to hear the audience and use our products as a platform to voice what people are feeling, it’s brave. Huge thanks to Midol for letting us have so much fun with the language,” said Lindsei Barros, creative director, MullenLowe.

Kelly Fanning, General Manager-VP marketing for Bayer, added: “This campaign pushes to normalize talking about period symptoms but more importantly, doing something about, reaching for comfort vs. powering through.”

MullenLowe U.S.’ client roster includes T.J. Maxx, Patrón Tequila, KFC and Corona.