Earlier this week we were a little confused by California's Milk Processor Board's marketing techniques which aimed to sell more cartons based off of a study that calcium helps relieve PMS symptoms.
As we imagined, the "Everything I Do Is Wrong" campaign was not taken kindly to by female critics. While men may have found it to be a humorously refreshing spin on the health benefits of milk, women expressed a sour aftertaste with comments like, ""I'm a comedian and I'm not laughing."
Rebecca Cullers, a contributor to AdWeek who wrote a less-than-favorable opinion piece on the provocative campaign, said:
"The fact is, they're pretending that women are completely irrational beings during their time of the month and they're blaming PMS. And PMS has a wide variety of symptoms. It's having back pains, cramps, irritability. In their mind, it's something to joke about."
In response to the broad criticism, the milk board has tweaked their website, which now alerts customers to their product's ability to help ease premenstrual syndrome symptoms in a more appropriate manner.
While still acknowledging that it was "funny", milk has released an apology on their redesigned website, stating:
"Over the past couple of weeks, regrettably, some people found our campaign about milk and PMS to be outrageous ad misguided - and we apologize for those we offended. Others thought it funny and educational. It has opened up a topic that affects women, of course, but also relationships."
Check out the PMS milk commercial above and let us know if U think the risque marketing campaign was funny!