Midol
Background: Midol is an over-the-counter drug, manufactured by Bayer Healthcare that helps to relieve menstrual cramping and bloating. It was first introduced in 1911 as a tooth and headache remedy but eventually changed to promote the relief of menstrual cramping. Additionally, it helps to relieve fatigue, backache, and headache.
Currently, the brand has a total of five different products in the market: Midol Teen, Midol Complete, Midol PM, Midol Liquid gels, and Midol Extended Relief. Midol’s unique combination of ingredients includes Acetaminophen, Caffeine and Pyrilamine Maleate. Although Midol may be at top of mind for many consumers, the brand still competes with Pamprin, Premsyn PMS, Birth control, and other pain relievers like, Ibuprofen and Advil. The brand’s advertising history has static throughout the years. Today the brand seems to be a bit dull and dated.
Objective: Our objective is to target Midol towards 14-19 year old females because that is when they are forming life-long brand loyalty. The purpose of this campaign is to refresh the brand, ensuring it is the targets first choice and go-to brand for menstrual relief.
Target:
Persona:
Lindsay is your typical teenager who stays busy with school, work and with friends. She enjoys going to the gym and plays competitive Volleyball and Tennis. Lindsay’s family is very conservative. She has grown up with two brothers, so sometimes feels shy talking about her menstrual symptoms. Lindsay is very social and has a group of close friends. When talking about boys and periods, Lindsay relies on advice from her friends.
Insight: Girls can get uncomfortable talking about their first menstrual cycle and generally only share that information with close friends.
