Care2 members have been asking the California Milk Processor Board, famous for their “Got Milk?” ads, to end a deeply sexist ad campaign which touts milk as a cure-all for PMS. The campaign finally got scrapped, but the folks over at “Got Milk” are still trying to position it as a success.
Steve James, executive director for the board, explained that he was sorry that some didn’t find it as funny or educational as others did, but that removing the campaign does not mean that it was a “failure.” This half-hearted apology is, needless to say, hard to swallow.
The ad campaign, titled “Everything I Do Wrong,” was purported to help the hapless men who are the victims of women’s monthly descent into menstrual madness. But now, the original website, where men could print out pre-approved “apology posters” for “listening to what you said and not what you meant,” has been replaced by another site, “gotdiscussion.com.”
The new website is intended to foster discussion about why people reacted so negatively to the original campaign, but it’s fairly clear that “gotdiscussion.com” is just another attempt to capitalize on the storm of negative publicity. If the goal was to get people to go to the “Got Milk” website, then the California Milk Processor Board still won.
“Rather than to continue the campaign,” one of the coordinators explained, “it’s better to have this bigger discussion, which will get more readership.”
It doesn’t sound to me like they’re sorry. And I certainly won’t be visiting their website to join the discussion, although I hope another conversation starts here. But, on the bright side, at least the ad campaign is down. Let’s hope that other advertisers don’t walk away with the message that controversial, offensive campaigns may get a some heat, but will ultimately end up with a lot more readership.
Photo from markhillary via flickr.
Disclaimer: The views expressed above are solely those of the author and may
not reflect those of
Care2, Inc., its employees or advertisers.