Midol's Refreshed Identity Appeals to Millennials & Gen Z
Laura McQuarrie — April 28, 2020 — Marketing
References: thedieline
Midol is an over-the-counter medication that was created to offer relief from menstrual symptoms and it is now introducing a fresh new look to appeal to a new generation of consumers. Midol was initially positioned as a product for head and tooth pain relief but it began to be marketed as a solution for alleviating period discomfort in 1938. Now, Midol is appealing to Millennials and Gen Z with bold, memorable packaging that helps to clarify its message and benefits.
The redesigned product boasts a bright yellow background and different accent colors to represent different formulas like Complete, Complete Caffeine-Free or Long Lasting Relief to soothe minor muscle aches and pains. The updated packaging is more than about new aesthetics, as the strong graphics also subtly communicate new attitudes on womanhood and women’s health.
Image Credit: Bayer
The redesigned product boasts a bright yellow background and different accent colors to represent different formulas like Complete, Complete Caffeine-Free or Long Lasting Relief to soothe minor muscle aches and pains. The updated packaging is more than about new aesthetics, as the strong graphics also subtly communicate new attitudes on womanhood and women’s health.
Image Credit: Bayer
Trend Themes
1. Refreshed Packaging for Menstrual Medications - The redesigned packaging of menstrual medications presents an opportunity for companies to appeal to younger generations and communicate new attitudes on women's health.
2. Targeting Millennials and Gen Z - Marketing menstrual medications towards Millennials and Gen Z consumers can lead to increased brand engagement and loyalty.
3. Emphasizing Women's Health - Highlighting the benefits of menstrual medications for women's health can create a disruptive innovation opportunity in the healthcare industry.
Industry Implications
1. Pharmaceutical Industry - The pharmaceutical industry can explore the potential of refreshing packaging for menstrual medications to cater to younger consumers and boost sales.
2. Consumer Goods Industry - The consumer goods industry can capitalize on targeting Millennials and Gen Z with menstrual medication products by designing packaging that resonates with their aesthetic preferences.
3. Healthcare Industry - The healthcare industry can embrace the opportunity to emphasize and promote women's health through menstrual medications, catering to the needs and preferences of female consumers.
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