Bayer Consumer Health

Christina Caruso-Nevoso, Brand Lead
Andree Smyth, Brand Manager, Midol
Lisa Perez, Sr. Director, North America – Pain, Cardio, Women's Health
Andrea Fischer, Manager, Media Strategy and Activation
Martha Seidner, Senior Design Leader
Anastasia Shubareva, Assistant Brand Manager

OLIVER Agency *Lead Agency

Bernardo Andrada, Executive Creative Director
Anna Kate Roche, CD/Copywriter
Amanda Acevedo, CD/Art Director
Lindsay Colavito, Sr. Content Team Lead
Hilary Farrell, eCommerce and Content Strategist
Mirko Greenwood, Creative Director
Rick Cohen, Creative Director
Justin Rieder, Executive Prooducer
Kristi VandenBosch, President and Strategist
Hayley Reynolds, Associate Creative Director

Shop PR *Lead Agency

Go Dutch

Andy Keene, Partner and Creative Director
Tammy Anthony, Partner and Strategy
Connie Burch, Strategy
Evey Bauerle, Design

EDGE Marketing

Alyssa Yantz, Senior Art Director
Lori Burns, Account Director
Dean Benson, VP, Client Services
Kim Viscuso, Associate Creative Director

In 2020, Midol re-imagined its brand, and reclaimed its category, taking on well-funded general analgesics that just didn't handle period symptoms like Midol did. Reaching out to a new generation, with new packaging and a bold new attitude, Midol made a compelling case for treating more than just pain: the "Live Life M-Powered" multi-symptom message stated unequivocally that women deserve to feel like their best selves, every day of the month. It resonated: in just 8 months, Midol accelerated Sales growth from 1.9% to 11%, increasing HH Penetration by +0.4pts.