Bayer has rolled out Midol in Motion a campaign set to break the balance of PMS treatment. This campaign has aimed to teach menstruators ways to better understand and live with 7 PMS symptoms through a combination of symptom relief and purposeful movement.
The advertising campaign demonstrates how a handful of symptoms like period pain bloating fatigue, lower back pain, achey muscles, water retention and headaches can have an impact on a women’s regular life and physical activity levels.
With studies suggesting as many as 90% of menstruators are affected by PMS symptoms, the campaign seeks to normalize supportive wellness habits around it.
Midol in Motion is based on consumer insight and research that indicates that PMS and menstrual symptoms often affect the level of activity and movement women do. As reflected in the campaign data, over 50% of women experience disruptions in their exercise schedules because of PMS, and almost 2 out of 5 women forego their workouts during their period.
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Another central theme of the campaign is research indicating that exercise can also have a positive impact on PMS symptoms, alleviating pain, fatigue, and stress. Taken together with Midol Complete, movement is being positioned as an alternative method of managing PMS symptoms and maintaining health and wellness routines.
Beyond the live experience, the campaign will expand across digital and social media platforms through educational storytelling, creator partnerships, and wellness-focused content. The broader campaign strategy includes expert guidance, movement routines, and lifestyle-focused tips designed to help menstruators navigate PMS symptoms while staying active.
“Midol® in Motion focuses on helping people reclaim their physical comfort and daily routines during their period,” said Lisa Perez, Bayer General Manager of PCD and Nutritionals. “By pairing symptom relief from Midol® Complete with supportive movement, we’re helping menstruators address multiple PMS symptoms that can get in the way of everyday activities. Period symptoms can make people feel unlike themselves. Our goal is to help them address those period symptoms so they can stay connected to the movement and routines that help them feel like themselves again.”
The campaign advocates several movement categories aimed at aiding the body during various phases of the menstrual cycle, including: Aerobic and cardio exercises: likewalking jogging can help to reduce bloating and water retention. Yoga and Pilates routines optimized for movement of the core to optimize circulation and alleviate cramping, back pain, and muscular aches Gentle stretches and meditationMore exactly slow conscious movements aimed at fatigue and headache
“Periods can make movement feel harder than it should, and I know firsthand how easy it is to cancel workouts when fatigue or bloating hits,” explains Midol® partner and fitness influencer Jenna Palek. “Midol® in Motion is about choosing intentional movement that supports how you physically feel. When I pair comfort-first movement with Midol® Complete (as directed), I’m able to relieve multiple PMS symptoms* to get back to feeling like myself.”
Through Midol® in Motion, Bayer is expanding its focus beyond symptom relief alone by encouraging a more holistic approach to menstrual wellness that combines education, movement, and self-care practices.
