Why Milk’s PMS Campaign Went Sour

Over the past few weeks, a bold campaign by the California Milk Processor Board, featuring men as suffering victims of PMS-crazed women and milk as the cure, has become the latest poster child for brands using shock and awe to generate online conversation at any cost. If controversy is its own reward, the campaign was a smashing success. But since the campaign, and its spiritual home at everythingidoiswrong.org, was hastily shuttered late last week, it seems very forgiving to call it a smash hit, doesn’t it?