Note: The version that scores higher is on the left in all images. The “Old” and “New” package designs are clearly marked but they aren’t in the same order, image to image.

Another brand whose redesign was fueled by a desire to better appeal to Millennials and Gen Z, Midol released its refreshed packaging in 2020.

Key Takeaways:

• Midol’s packaging redesign scores lower with its target audience than the original design.

• The most visually appealing color in the new branding scheme is teal, which is applied to only one of Midol’s product packages, the “bloat relief” line.

Midol’s branding overhaul was intended to refresh the brand and better position itself with younger women. Based on Vizit’s analysis of both Midol’s old and new packaging in comparison to 150+ pain relievers on Amazon, the redesign may not deliver the return Midol anticipated.

While the updated packaging scores a 48.4% for Women 18-24, the legacy packaging outperforms it with a score of 63.7%. (See photo above.)

The Opportunity Map below, which highlights regions of the design that are less appealing to the audience, indicates that the middle of the package around the brand name is noticeably less appealing to Women 18-24.

The redesigned packaging includes color-coded variations for Midol’s different product lines. Teal is the most visually appealing for this audience, but still underperforms compared to the original Midol packaging.