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

(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."

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Showing 3 of 10 comments
Jul 12, 2011 10:55 AM CDT
If women weren't completely irrational and moody once a month, then they would claim that PMS is a myth. We know your hormones are out of balance, we know you're going to have mood swings and make outlandish requests, and we're prepared to accept that.
Jul 12, 2011 8:22 AM CDT
So, it's OK to show men in commercials as bumbling idiots, but show something that's not very flattering to women and they get all pissy. Maybe they need to drink more milk.
Jul 12, 2011 8:04 AM CDT
i'm a woman and i think the ads are pretty funny. come on, ladies, we cant laugh at ourselves?