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Got PMS? Milk can help

California Milk Processor Board shows how with new campaign

SACRAMENTO, Calif. — Are you a man living with PMS? That's the question the California Milk Processor Board, the creator of the GOT MILK? campaign, is asking California men this summer.

In an advertising campaign titled 'Everything I Do Is Wrong,' the CMPB aims to use its signature GOT MILK? humor to highlight the strain placed on many relationships due to the monthly symptoms of premenstrual syndrome and how dairy milk can come to the rescue — studies show that the calcium in dairy milk can help reduce PMS symptoms by as much as 50%.

Whereas most PMS-related messaging is aimed at women, the campaign's core question ("Are you a man living with PMS?") helps turn the tables.

"PMS and its symptoms are sensitive issues to discuss among couples," stated Steve James, executive director of the CMPB. "We hope that this campaign, through its message and humor, would empower both men and women to talk about this topic more openly and to take action by learning how to help relieve symptoms by drinking dairy milk." 

Produced by San Francisco-based advertising partner Goodby, Silverstein and Partners, "Everything I Do Is Wrong" consists of billboard ads in California featuring men clenching cartons of milk supported by funny quips like, "I'm sorry I listened to what you said and NOT what you meant," or "I apologize for not reading between the RIGHT lines." 

The ad campaign, which ends in August, also will be supported by radio ads on National Public Radio, banner ads and engagement tools on Facebook, Twitter and Pandora — all inviting consumers to check out the GOT MILK? brand microsite EverythingIDoIsWrong.org.

The microsite is an interactive PMS site that gives visitors a virtual pulse on PMS. It takes real data from users about what they think about the subject and recalculates the information to produce humorous videos and content that can be shared on users' personal Facebook and Twitter pages. Navigation tools include a "Global PMS Level," an "Emergency Milk Locator" and a "Video Apology Enhancer," among others.

"The goal of the campaign is to engage consumers, while helping users learn about the many benefits of drinking dairy milk," commented Jeff Goodby, chairman of GSP. "Milk comes to the rescue, and in the case of this campaign, it could very well help strengthen relationships."

The campaign is something of a redux of a 2005 effort, "Milk to the Rescue," which also featured men buying lots of milk, desperate to get their wives into a better state of mind during that time of the month. 

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