Milk Ads Target Men 'Living With PMS'

Sexist campaign won't boost milk sales, critics say

By Rob Quinn,  Newser Staff

Posted Jul 12, 2011 2:30 AM CDT

(Newser) – The ad agency behind the famous "Got Milk?" campaign has created a controversial follow-up focusing on premenstrual syndrome—and targeting men. The "Everything I Do Is Wrong" campaign trumpets research suggesting milk reduces PMS symptoms and asks: "Are you a man living with PMS?" Posters with slogans like" I apologize for not reading between the lines" show apologetic men carrying milk cartons, reports the New York Times.

Milk board execs describe the ads as funny and lighthearted, and say they hope the ads will generate some social media buzz—but critics say the campaign is sexist and bound to backfire. "It's such an easy hit for them, using an obvious stereotype we're all aware of," says Jillian York at the Electronic Freedom Foundation. "But this ad is not appealing to women, and pretty offensive to both women and men. It's pretty shocking."

One of the campaign's posters.
One of the campaign's posters.   (California Milk Processor Board)
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