SACRAMENTO, Calif. — The dairy group that created the “Got Milk?” campaign is back with a new marketing strategy that already is generating plenty of buzz.
The California Milk Processor Board is encouraging men to buy more milk for their wives and girlfriends, which the campaign says will help them fend off the symptoms of premenstrual syndrome.
However, “Everything I Do Is Wrong,” the statewide campaign launched this week, was drawing criticism online for ads saying men are the real PMS sufferers as their wives and girlfriends behave strangely every month.
The campaign’s website has a color-coded “current global PMS level,” a “video apology enhancer” and a “mistake verification system” wrapped around pictures of puzzled men.
The board’s executive director, Steve James, says the Internet, radio and billboard campaign is meant to encourage open conversations between men and women about an awkward subject.
“It was certainly not meant to be offensive. None of the humor is aimed at women. The humor is aimed at how clueless men are in dealing with emotional situations,” James said Tuesday.
The campaign is based on studies that have found a link between calcium intake and fewer PMS symptoms.
