‘Got Milk’ campaign touts the beverage’s curative powers—for PMS

More than 300 people have signed a petition encouraging the California Milk Processor Board to drop the campaign, which has sparked considerable outrage.

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The “Everything I Do Is Wrong” campaign is targeted at women who suffer PMS and the men who presumably come in contact with its sufferers.

It depicts contrite-looking men with such captions as:

“I’m sorry I listened to what you said and not what you meant.”

“We can both blame myself.”

“I apologize for letting you misinterpret what I was saying.”

“I apologize for not reading between the right lines.”

“I’m sorry for the thing or things I did or didn’t do.”

As you might imagine, the campaign has proven polarizing.

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