Milk Vows To Help “Men Living With PMS”

The milk ad campaigns of yore have been, for the most part, non-offensive. I mean, there’s not too much to argue with in the slogans “Does a Body Good” and “Got Milk?” But the California Milk Processor Board is taking a new approach which I find totally obnoxious. Their new ads riff on a recent study that shows milk can reduce PMS symptoms (or more accurately, that taking 1200 milligrams of calcium a day for three months can), but this information isn’t presented to women—it’s packaged for men. In the “Everything I Do Is Wrong” campaign, men with baffled expressions on their faces clutch cartons of milk under text that reads, “Are you a man living with PMS?” and “I’m sorry I listened to what you said and not what you meant.” Underneath, a URL leads dudes to, a website that’s a mock public service announcement for men dealing with the horrors of women’s PMS.

All I can say to this is … UGH. Truthfully, if there is a product that can reduce the cramps and bloatiness I get before my period—I’d like to know about it. But I just don’t like this approach, which plays into the the tired old stereotypes that women are balls and chains in relationships and also total shrews for a week out of every month. Seriously, PMS doesn’t really effect guys at all. Seriously, I’d like to conduct an experiment where I ask men to predict when I’m on the rag. I have a feeling they’d be very, very wrong.

What do you think of this ad campaign? Is it lame, or am I overreacting?

[NY Times]

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