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'Everything I Do Is Wrong': 'Got Milk' Campaign Helps Men Tackle PMS

In a twist on the age-old "Got Milk?" campaign, the California Mike Processors Board is launching a new campaign that asks a very different question: "Are you a man living with PMS?"

Think humorous radio spots, the obligatory Facebook, Twitter and Pandora initiatives, and banner ads featuring men clenching milk cartons while exclaiming, "I'm sorry I listened to what you said and NOT what you meant," and "We can both blame myself."

At the center of the campaign (from Goodby, Silverstein & Partners): Everything I Do Is Wrong, a new site that features an "Emergency Milk Locator," a "Video Apology Enhancer" that enables users to create personalized videos to share via their soc-nets, and a "Puppy Dog-Eye-Zer" that gives you a face that's hard to stay mad at.

The primary message, as the screen capture above puts it: Milk can help reduce the symptoms of PMS.

“PMS and its symptoms are sensitive issues to discuss among couples,” says Steve James, executive director of the CMPB, in a statement.  “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.”

I'm thinking it's going to start a lot of new fights.

But what's your take?

Is this a bona-fide relationship rescue - or a recipe for disaster?

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I don't really see the connection either. They're targeting men who are stressed out by the women they live with right? When's the last time a guy grabbed a cool glass of milk to make the pain go away. This would be awesome if it was for whiskey instead.

Honestly? PMS doesn't make women more sensitive to problems, it just makes them less likely to bite there tongue on what's been bothering them.

The thing that baffles me most is the fact that the absolute last thing I want to drink when I'm feeling as bloated as PMS makes me is a huge glass of milk.

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