Got PMS? Milk Marketers Launch an Audacious, Funny New Ad Campaign

GOT PMS? Ad campaign hitting all major media…..Never knew milk helped with PMS did you? Or is women’s health the brunt of another marketing campaign. LB

Time Magazine

By Friday, July 15, 2011 |

Starting this week, an eyebrow-raising ad campaign will take on one of the last taboos of America’s media landscape: menstruation.

Though anything to do with periods is still often considered a gross-out, the California Milk Processor Board is betting you’ll chuckle at a “funny, good-natured” take on premenstrual syndrome (PMS) — the cluster of symptoms that commonly precede menstruation. PMS symptoms often include emotional sensitivity, irritability, bloating, breast tenderness and abdominal pain. “Milk,” the new ads claim, “can help reduce the symptoms of PMS.”

The New York Times reports:

The campaign takes the cheeky tack of addressing itself to the men in women’s lives, on the grounds that women are not the only ones affected by premenstrual syndrome.

“Are you a man living with PMS?” some of the ads ask.

Ads often then direct viewers to visit the campaign’s website, — a humorous help page, purportedly for men trying to handle their PMS-afflicted partners.

The ad campaign was designed for the milk processors by San Francisco’s Goodby, Silverstein & Partners — the advertising agency that also created the famous “Got milk?” campaign in 1993, according to the Times. This latest campaign will include traditional ad formats like billboards, posters and radio ads, but also add Internet banner ads, online videos, and social media presence.

Read More…


Gotta check out the web site – — a humorous help page, purportedly for men trying to handle their PMS-afflicted partners.




Author: Leslie Carol Botha

Author, publisher, radio talk show host and internationally recognized expert on women's hormone cycles. Social/political activist on Gardasil the HPV vaccine for adolescent girls. Co-author of "Understanding Your Mood, Mind and Hormone Cycle." Honorary advisory board member for the Foundation for the Study of Cycles and member of the Society for Menstrual Cycle Research.