MIDOL
M-POWERED CHANGE
Midol had been around for over a century. The name was familiar but the brand lacked relevance with today’s woman and was getting lost in the sea of new female-focused start-ups.
goDutch partnered with Bayer to radically reinvent Midol by tapping into the power of modern femininity.
Our transformation was game changing. We created a bold, vibrant design system and tone of voice, inspired by today’s strong, confident woman. Made to stop her in her scroll and at the retail shelf.
IDENTITY
The heroic M says it all – bold, iconic, not afraid to stand up for what we believe in and empowered to be ourselves.
PACKAGING
A bold, breakthrough system with stand-out colors, the packaging was made to pop online and at shelf.
BRAND WORLD
More than just a package redesign, we envisioned the full Midol brand experience. The agency Oliver embraced our ‘Change the Game’ approach and created the ‘Live Life M-Powered’ campaign. The results were holistic and breakthrough, proof of the power of collaboration.
