Got Apology? California Milk Board Axes Sour PMS CampaignMeredith Carroll
Hell hath no fury like women with PMS.
The website everythingidoiswrong.org, which aimed to inform women through a sexist message about the powers of milk to ease the symptoms of premenstrual syndrome, did something wrong: It exists. Or, it existed. As of Thursday, it ceased to exist.
The folks behind the misogynistic ads — the California Milk Processor Board — have yanked their campaign, which focused on how men suffer from the effects of PMS along with women. (Cue the violins for the men.)
“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 says on its website. “Others thought it funny and educational. It has opened up a topic that affects women, of course, but also relationships.”
You can still learn about the supposed benefits of milk as it relates to PMS, as the milk producers have generated a new site, “Got discussion?” which invites people to share their views on the subject — pro and con.
The original site was billed as “Your Home for PMS Management” and showed a cowering-looking man holding milk cartons and the caption, “I apologize for letting you misinterpret what I was saying.” Other aspects of the site included a feature that les men create apology pictures (“Give yourself a face that’s hard to stay mad at”) using the “Puppy Dog-Eye-Zer,” as well as an “emergency milk locator,” in which you could enter a zip code for the closest grocery store. And then there was a “Mistake Verification System,” where men could type in what they “think” they did wrong, and a section of “pre-approved apologies.”
“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,” an Ad Age contributor told the Associated Press. “In their mind, it’s something to joke about.”
The campaign, whose intent was to “bring up a topic in a humorous way,” lasted for all of about a week. It was supposed to run through August but an enormous social media response — mostly that of protest — prompted those in charge to pull the plug way early.