ADWEEK:

"Midol Sparks Playful Conversation Around Menstrual Discomfort"

Being on your period can feel like a symptomatic slot machine—each combination more miserable than the last. Women wanted more honesty around that. So with a cheeky twist on Midol’s name, we turned their product into a megaphone for women to own how they feel. Through playful design, merch development, OOH placements and smart influencer partnerships, moved the Midol forward—making it feel more human, increasing brand loyalty and shaping a brand that people looked forward to interacting with.

🏆 Effie Awards - Gold x2
🏆 Effie Awards - Bronze
🏆 Webbys Shortlist
💵 +20% lift in sales
👀 2 million views