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Got PMS? Milk can help

BY Michael Johnsen

SACRAMENTO, Calif. — Are you a man living with PMS? That’s the question the California Milk Processor Board, the creator of the GOT MILK? campaign, is asking California men this summer.

In an advertising campaign titled ‘Everything I Do Is Wrong,’ the CMPB aims to use its signature GOT MILK? humor to highlight the strain placed on many relationships due to the monthly symptoms of premenstrual syndrome and how dairy milk can come to the rescue — studies show that the calcium in dairy milk can help reduce PMS symptoms by as much as 50%.

Whereas most PMS-related messaging is aimed at women, the campaign’s core question ("Are you a man living with PMS?") helps turn the tables.

"PMS and its symptoms are sensitive issues to discuss among couples," stated Steve James, executive director of the CMPB. "We hope that this campaign, through its message and humor, would empower both men and women to talk about this topic more openly and to take action by learning how to help relieve symptoms by drinking dairy milk." 

Produced by San Francisco-based advertising partner Goodby, Silverstein and Partners, "Everything I Do Is Wrong" consists of billboard ads in California featuring men clenching cartons of milk supported by funny quips like, "I’m sorry I listened to what you said and NOT what you meant," or "I apologize for not reading between the RIGHT lines." 

The ad campaign, which ends in August, also will be supported by radio ads on National Public Radio, banner ads and engagement tools on Facebook, Twitter and Pandora — all inviting consumers to check out the GOT MILK? brand microsite EverythingIDoIsWrong.org.

The microsite is an interactive PMS site that gives visitors a virtual pulse on PMS. It takes real data from users about what they think about the subject and recalculates the information to produce humorous videos and content that can be shared on users’ personal Facebook and Twitter pages. Navigation tools include a "Global PMS Level," an "Emergency Milk Locator" and a "Video Apology Enhancer," among others.

"The goal of the campaign is to engage consumers, while helping users learn about the many benefits of drinking dairy milk," commented Jeff Goodby, chairman of GSP. "Milk comes to the rescue, and in the case of this campaign, it could very well help strengthen relationships."

The campaign is something of a redux of a 2005 effort, "Milk to the Rescue," which also featured men buying lots of milk, desperate to get their wives into a better state of mind during that time of the month. 

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Weis Markets freezes prices again

BY Drug Store News Team

SUNBURY, Pa. — Weis Markets announced it has lowered the prices on 1,600 staple items and that it will freeze these new lower prices for 90 days through Oct. 8. It is the company’s seventh 90-day price freeze program over the past two and a half years.

"Despite food inflation, we have been able to reduce and freeze the prices on 1,600 products across every department in our store," said David Hepfinger, Weis Markets’ president and CEO. "Our price freeze program continues to offer our customers long-term values they can count on. Over the past two and a half years, our previous price freeze programs have helped our customers save more than $30 million."

The Price Freeze Program is being promoted in Weis Markets’ current circular, television and radio ads. In stores, customers will see Price Freeze signage and shelf tags for participating items.

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Jelly Belly pairs together mint, chocolate in new Dips item

BY Allison Cerra

FAIRFIELD, Calif. — Jelly Belly has unveiled its latest Chocolate Dips product.

The brand’s new mint chocolate Dips pairs together dark chocolate and the refreshing taste of mint, with each serving just under 4 calories.

The gluten-free, gelatin-free and certified Orthodox Union dairy kosher candies, which also come in Very Cherry, raspberry, strawberry, coconut and orange varieties, are available nationwide in bulk and 2.8-oz bags, as well as a 4.15-oz. gift box that showcases five flavors.

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