What do you think was going through the minds of the California Milk Board when they decided this campaign was a good idea? I find it almost impossible to believe that no one objected to it. After just two weeks, a petition, negative press, opinion pieces, national and international coverage, the Board modified their campaign, but not before Executive Director Steve James told the AP, “The campaign had accomplished the board’s goal of spreading awareness.”
I’m not sure James understands the “awareness” that it actually spread. Created by ad agency, Goodby, Silverstein & Partners, the ad has since been terminated and the microsite Everythingidoiswrong.org is redirected to Gotdiscussion.org, a kind of…well…sort of an apology.
Not surprisingly, there are some women who think it’s funny. I have a great sense of humor. I laugh all the time. This is not funny. It’s juvenile and greedy. This is the California Milk Board’s attempt at reaching a segment of the market – women – suggesting that milk is a medical alternative to alleviating the symptoms of PMS. In the end, it’s not so much about sexism. Everything always comes down to money. It’s the reason the Board created the ad and why they took it down.