Milk Board Scraps Ad Campaign to Promote Milk as Cure for PMS

This screengrab shows the website "Everything I Do Is Wrong," part of a provocative ad campaign intented to promote milk as a cure for PMS.

The California Milk Processor Board behind the famous "Got milk?" ad campaign is apologizing after it launched a controversial site promoting milk as a cure for menstrual problems.

The site, called "Everything I Do Is Wrong," was launched in early July, along with billboards and spots on National Public Radio.

The organization has issued an apology and has scrapped the ads just two weeks after the campaign's launch, according to the Orange County Business Journal. The campaign was supposed to run through August.

The campaign came under fire by critics who said the latest ad was sexist and fed into the tired stereotype of the irrational female.

The site, which appeared to poke fun at the symptoms of PMS, included a feature that tracked the "global PMS level" and another that allowed men to create apology pictures using the "Puppy Dog-Eye-Zer."

The board has replaced the website with a new "Got Discussion?" site, the Orange County Business Journal reports. The new site contains excerpts from various articles and web posts written in reaction to the "Everything I Do Is Wrong" ads.

"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 California Milk Processor Board said in a statement. "Others thought it funny and educational. It has opened up a topic that affects women, of course, but also relationships."

Click here for more on this story from The Orange County Business Journal.