California Milk Campaign Backfires

July 25, 2011 11:44 AM

Plenty of people didn’t find the PMS message funny.

A marketing campaign from the California Milk Processors Board (CMPB) about milk and premenstrual syndrome (PMS) seems to have backfired.

CMPB launched the “Everything I Do Is Wrong” advertising campaign July 11. It aimed to use its signature Got Milk? humor to highlight the strain placed on many relationships due to the monthly symptoms of PMS and how dairy milk can come to the rescue.

But plenty of people didn’t find the message funny.

“Wrong: Milk Ad Campaign Blames PMS, Insults Women,” the Hartford Courant newspaper headlined.

On its new Got Discussion? website, CMPB shared several reactions to the PMS campaign, including one that called it “incredibly sexist.”

The CMPB has pulled the website originally set up to support the campaign. It has re-directed audiences to the Got discussion? site.

“Over the past couple of weeks, regrettably, some people found our campaign about milk and PMS to be outrageous and misguided – and we apologize to those we offended,” the CMPB announced on its website.

The original "Everything I Do Is Wrong" campaign, produced by San Francisco-based advertising partner Goodby, Silverstein and Partners, was to consist of billboard ads and wild postings with men clenching cartons of milk supported by quips like, "I'm sorry I listened to what you said and NOT what you meant," or "I apologize for not reading between the RIGHT lines."

Those billboards, located mostly in Los Angeles and San Francisco, will now direct viewers to the Got Discussion? website.

The ad campaign was also to be supported by radio ads on National Public Radio, banner ads and engagement tools on Facebook, Twitter and Pandora - all inviting consumers to check out the GOT MILK? brand microsite.

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