MIDOL
Menstrual discomfort is often minimized by social norms that valorize “toughing it out.” Midol needed a refocused creative platform that would shift perception. To make reaching for comfort feel like a powerful, intentional choice rather than a sign of weakness.
Agencies: MullenLowe NY, Oliver Agency
CD: Adrien Bindi
Group Creative Director: Rick Cohen
CD, Production/Rollout: Hayley Collins
Director: Marco Gentile
Client: Midol
Executive Producer: Ali Watson
Production House: Pulse FilmsMidol. Comfort is power.
Pushing through isn’t always brave — sometimes choosing comfort is where real power lives. Leaning into that human truth gave us a way to honor lived experience while reframing Midol’s role. “Comfort Is Power.” The creative platform celebrates moments where people prioritize their wellbeing, positioning Midol as the ally that validates and enables those choices.
MullenLowe NY developed the integrated marketing concept in partnership with IAT Partners. OLIVER led all production, asset development and digital rollout—planning and executing brand shoots, overseeing on-set direction, post-production, retouching, and transcreation to ensure every touchpoint aligned with the IMC. We focused on candid, emotionally resonant moments and high‑craft visuals that felt real and dignified, creating a suite of hero films, social-native clips and adaptable assets for eRetailers, paid, owned and earned channels.
Beyond compelling creative, the program produced practical outcomes: new ways-of-working and a set of production best practices for future Bayer shoots, plus a strong library of original brand content that positions Midol as the modern, empowering choice for menstrual comfort. The campaign’s creative promise is simple and durable: Midol exists to prove that comfort is power.
Transforming the iconic Midol pack into the symptom it solves.
We reimagined Midol packaging by visualizing symptoms as lived, physical experiences. Alongside a long-form TVC, we produced a product-focused short that foregrounded real consumer moments, then leveraged our in‑house CGI team to create a suite of SKU films that transform each pack into the symptom itself — a bold, visceral way to validate pain and make relief feel tangible.