Not sure if anyone's seen the newer Midol commercial, but they have the oh-so-catchy phrase "Reverse The Curse!". I was a bit irritated they'd use such an old and sexist term.I couldn't find the commercial, but if you can, pleae feel free!

Also, sorry if this topic has been covered.

You can write them here:

http://www.bayercare.com/emailus.cfm

Here's my letter:

Bayer:

I'm not sure how many letters you've received, if any, regarding your new Midol commercial.
I find it to be pretty irritating, and pandering to negative stereotypes, using an old a superstitious phrase. "The Curse"? Really? Is that necessary? How many of your commercials feature that phrase where men's and women's (or just men's) health is involved...and what year is this?

There is an entire section on the Midol website devoted to teens and their questions. I think referring to a young woman's natural body function as The Curse" is a really negative way to approach menstruation. It's also body-shaming and archaic. As if women don't have enough negative attention regarding their periods.

It's really, really disappointing when your commercials from 10 years ago (the woman talking about how she was herself-opinions and all-again with Midol) are MORE progressive than the ones you feature now.

I don't particularly love cramps or food cravings, but it's nothing to be ashamed of, and this is clearly sexist advertising. Having a woman narrating the commercial doesn't make it less so.

I really hope that with the money Midol has made, they can hire some advertising staff that are a little less sexist. I doubt your sales would plummet if you stop implying that this beast takes us over once a month. Maybe even include some pro-body images or humor.

Thank you.

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