New Ad Campaign Promotes 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.

It supposed to be the latest humorous ad promoting milk, but not everyone is laughing.

The California milk processor behind the famous "Got milk?" ad campaign is raising a few eyebrows after it launched a site promoting milk as a cure for menstrual problems.

The site, called "Everything I Do Is Wrong," touts itself as "Your Home for PMS Management" -- and includes a picture of a a cowering-looking man holding several milk cartons with the headline "I apologize for letting you misinterpret was I was saying."

The site, which appears to poke fun at the symptoms of PMS, includes a feature that tracks the "global PMS level" and another that allows men to create apology pictures using the "Puppy Dog-Eye-Zer."

"Give yourself a face that's hard to stay mad at," the feature says.

It also includes an "emergency milk locator" that allows readers to enter a zip code for the nearest grocery store.

The campaign, which is drawing criticism online, was created by the advertising agency Board and Goodby, Silverstein & Partners, which began the national "Got Milk?" ad campaign in 1993.

Yet, some say the latest ad is sexist and feeds into the tired stereotype of the irrational female.

The campaign refers to a 2005 study that shows calcium can improve PMS symptoms.

Steve James, executive director of the California Milk Processor Board, which is paying for the ads, told the New York Times that the campaign is a fun way to raise awareness of a real condition.

"We were aware that it was going to be a provocative topic. But we're hoping that the humor will disarm the awkwardness," he said.

Click here to see the new "Got Milk?" ad campaign