PMS-themed Calif. milk campaign sparks discussion

[July 25, 2011]  SACRAMENTO, Calif. (AP) -- California milk producers have modified an eyebrow-raising advertising campaign that promoted their product to men as a way to lessen the effects of premenstrual syndrome in their wives or girlfriends. But some critics wonder if it's time the dairy organization moved on to greener pastures.

Marketing experts say the California Milk Processor Board, previously known for its popular "Got Milk?" promotions, resorted to shock advertising that may have earned it negative attention without benefiting the product it was trying to sell.

The campaign's website says as many as 1,500 media outlets worldwide reported on the campaign, which drew attention on national television talk shows and resonated widely online. Negative comments poured in from women and female-oriented media, and a Facebook site was dedicated to reaction -- most of it negative.

[Associated Press]

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