Got apology? Milk board tones down sexist PMS-themed ads after 'Everything I Do Is Wrong' campaign sparks fury


By Daily Mail Reporter

Last updated at 6:46 AM on 23rd July 2011


Responding to a wave of criticism, the California milk board behind the famous Got Milk? ads has modified a new campaign targeting men by promoting milk as a way to lessen the effects of premenstrual syndrome.

The California Milk Processor's Board decided on Thursday to alter its campaign, which portrayed men as the victims of temperamental women.

Instead, it redirected users from its website,, to another that will encourage discussion of the issue.


Controversial: Billboards like this one portraying men as the victims of PMS have sparked fury

In each poster, confused men holding cartons of milk accompanied by tag lines such as 'I'm sorry I listened to what you said and NOT what you meant,' or 'I apologize for not reading between the RIGHT lines.'

A group of men waved signs with those messages at a rally in Hollywood on Tuesday as part of the  campaign, which organisers say will include skits and 'PMS-themed comedy shows'.


The campaign's website even had a colour-coded 'current global PMS level,' a ;video apology enhancer' and a 'mistake verification system' wrapped around pictures of puzzled men.

But a nationwide backlash has prompted officials to take a different tone on the website.

Misguided? The ads were meant to promote milk as a way to reduce symptoms of PMS

Backing down: A campaign spokesman said the billboards will be changed next week




A new posting under the heading 'got discussion?' reads: 'Over the past couple of weeks, regrettably, some people found our campaign about milk and PMS to be outrageous and misguided - and we apologise to those we offended.

'Others thoughts it was funny and educational.

'It has opened up a topic that affects women, of course, but also relationships.

'We have reproduced a representative sampling of the reaction here.

Milking it: A spokesman said the campaign was successful at opening up a dialogue about women's issues and relationships


Doubts: A medical expert said she knew of no scientific basis for the claim milk reduces PMS


'Thank you for your comments, pro and con. And for those of you who wuld like more information about this benefit of milk, we have provided some links below.'

Campaign spokeswoman Tatum Wan said the campaign succeeded in promoting the message that milk can reduce PMS symptoms.

A medical expert said she knew of no scientific basis for the claim.

The campaign, launched last week, included the website, billboards in Los Angeles and San Francisco, and announcements on National Public Radio.

Ms Wan said the billboards will be changed next week.

Source Daily Mail