Brief:

• Women's pain reliever Midol is relaunching the brand for a new generation with a 100% digital campaign that includes social influencers, a Snapchat augmented reality (AR) filter and Giphy animations to decorate messages and social media posts, per an announcement shared with Mobile Marketer.
• The Bayer-owned medication's rebranding includes a new mantra, "Live Life M-Powered," and redesigned packaging with a bold color scheme that helps to differentiate the brand for millennial and Gen Z women.
• Midol worked with ad agency Oliver on the campaign, while GoDutch developed the new look, color scheme and packaging.

Insight:

With a focus on reaching younger women, Midol's comprehensive rebranding is entirely centered on digital channels like social networks and mobile messaging that are popular among millennials and Gen Z. With modern ads for feminine care products aiming for more authentic messaging to connect with those audiences, Midol has an empowering, body-positive theme that seeks to educate women about how to take care of bothersome period symptoms. The boldness of that message is reflected in the brand's social media push that includes a Snapchat AR Lens, Giphy stickers and social influencers.

Participating in social conversations is a key strategy for brands that create campaigns on Snapchat and Giphy. Snapchat's demographic profile matches the target audience for Midol's rebranding, with 75% of U.S. consumers ages 13 to 34 using the photo-messaging app, a broader reach than rivals like Instagram and Facebook, according to parent company Snap. More than 75% of Snapchat users engage with the image-messaging app's AR content every day on average as they share messages with friends, and post photos and videos to their Stories. Giphy, a key platform for branded and viral content, has been utilized by brands such as Wendy's and Jif to reach similar consumers.

Midol is the latest feminine care brand to emphasize a body-positive message from social influencers to connect with younger women who tend to be more socially conscious than older generations in their purchase decisions. Among the more recent examples, L'Oreal's Cacharel Fragrances in March launched a digital campaign for its new Fabulous perfume that included testimonials from influencers on YouTube and Instagram. Unilever's Dove brand in February released a video series called the "Girls Room" targeting teens as they experience adolescence and concerns about their body image.