Orange County Business Journal

Milk Board Issues Apology for Ads

Kari Hamanaka Tuesday, July 26, 2011

A recently launched ad campaign from the San Clemente-based California Milk Processor Board that attempted to be funny about the effects of premenstrual syndrome on women has been called off in response to public backlash.

The ads launched earlier this month with billboards, spots on National Public Radio, web banner ads and a website.

The organization issued an apology and scrapped the ads two weeks after the campaign’s launch.

The board has also replaced the website that had been running in conjunction with the campaign with a new “Got Discussion?” site. The new site has excerpts from various articles and web posts written in reaction to the ads.

Billboards were changed to direct people to the new website.

The California Milk Processor Board is a state entity that heads up marketing efforts to promote sales and consumption of milk and receives funding from fees paid by dairy milk processors.

The milk board is not calling the campaign a failure but it did issue a statement late last week that included an apology.

“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 statement said. “Others thought it funny and educational. It has opened up a topic that affects women, of course, but also relationships.”

The campaign—named “Everything I Do is Wrong”—aimed to sell more milk by touting the benefits dairy milk has in treating PMS.

Some say the ads went wrong when the board and its San Francisco ad agency Goodby, Silverstein and Partners chose men as the target of the ads.

The campaign attempted to be funny by painting men as victims of women suffering from PMS.

Billboards showed men with scared looks on their faces clutching cartons of milk with statements such as “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 “Everything I Do is Wrong” campaign was supposed to run through August.