US axes milk advert
Published 02/08/2011 | 05:00
A controversial US advert campaign promoting milk as a cure for premenstrual syndrome (PMS) in women has been scrapped due to the public backlash.
The Californian Milk Processors Board (CMPB) campaign was abandoned two weeks after it was launched due to complaints that it was sexist, offensive and fed the stereotype of the irrational female.
The "Everything I do is Wrong" campaign directed consumers to a website where men could track global PMS levels and create apologetic images of themselves using the 'Puppy Dog-Eye-Zer'.
A major billboard campaign featured pictures of scared men clutching cartons of milk with statements such as 'I'm sorry I listened to what you said and NOT what you meant' or 'I apologise for not reading between the RIGHT lines'.
The PMS claim was based on a 1998 study in the American Journal of Obsetrtics and Gynaecology, which stated that high calcium and vitamin D intake were related to PMS.
The CMPB apologised to those who found its adverts "outrageous and mis-guided".
The radio, billboard and web campaign was due to run until the end of this month.
The CMPB previously ran one of the world's most successful milk advertising campaigns -- 'Got Milk?' -- that was voted one of the 10 best of all time in a USA Today poll.