Dear Husband, Step Away From The Milk

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Have you heard about Milk’s new campaign?  According to Milk, it cures PMS. The campaign is called “Everything I Do Is Wrong.” The print ads have a sorry-looking and confused guy  and are using headlines like,  “We can BOTH blame myself” and “I apologize for letting you misinterpret what I was saying.”
The print ads send you to microsite that tracks the global PMS level and helps men create apology videos with big-eyed flying kittens.
So, when a girl is PMS’n, her guy should just hand her a glass of milk and it will cure all?  I am pretty sure a glass of milk is the last thing a girl wants when she is PMS’n.  Not to mention that some guys will try and hand a glass of milk to their woman and it won’t even be close to her time of the month.
What a disaster.
Milk based its campaign on a study by the American Journal of Obstetrics & Gynecology in 1998.  The article states that vitamin D lowers PMS levels.  While it may be true that vitamin D lowers PMS levels, is that really an effective angle around which to build a campaign?  Milk is good for a lot of things and for ALL people of ALL ages…not just women and not just women who are hosting their monthly visitors.
This campaign is a total bust and I think they’ve lost sight of the core audience.  To me, this is just disgusting.  Milk and PMS?  It doesn’t even make sense.  They have managed to alienate a lot of people, including a TON of women.  AND, it is probably the women who are probably doing the grocery shopping.  I bet a lot of people switch to soy.  What do you think?   Funny or a total bust?  Will you continue to buy milk?
Join in the talk on their Facebook page. Or check out the funny knock-offs.

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Photo of Current360 Associate Creative Director Robert Womack

Rob Womack

If there’s anyone who can honestly say, “Been there, done that,” it’s Rob. After traveling the world for seven years in his 20’s, Rob went to LA and started working in film production. Then it was off to New York, where he learned how to program, which eventually brought him back home to Louisville to build websites. At Current360, Rob heads up our in-house production studio, creating all things digital for our clients — videos, commercials, radio spots, and a lot more. 

When he’s at home, Rob likes to create things like homemade kombucha and music.