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.