Agency:
Client:
A game-changing new design revitalised menstrual pain relief brand Midol, increasing its sales velocity 18.7% and opening up innovation opportunities.
Although Midol was market leader in the speciality menstrual pain segment, it was lacking visibility in an aisle filled with general pain relievers. Seeing opportunity for the brand beyond just pain relief, Bayer Healthcare worked with goDutch to develop a strategy and design vision which would enable Midol to gain a broader platform within the flourishing women’s wellness category.