In a twist on the age-old "Got Milk?" campaign, the California Mike Processors Board is launching a new campaign that asks a very different question: "Are you a man living with PMS?"

Think humorous radio spots, the obligatory Facebook, Twitter and Pandora initiatives, and banner ads featuring men clenching milk cartons while exclaiming, "I'm sorry I listened to what you said and NOT what you meant," and "We can both blame myself."

At the center of the campaign (from Goodby, Silverstein & Partners): Everything I Do Is Wrong, a new site that features an "Emergency Milk Locator," a "Video Apology Enhancer" that enables users to create personalized videos to share via their soc-nets, and a "Puppy Dog-Eye-Zer" that gives you a face that's hard to stay mad at.

The primary message, as the screen capture above puts it: Milk can help reduce the symptoms of PMS.

“PMS and its symptoms are sensitive issues to discuss among couples,” says Steve James, executive director of the CMPB, in a statement.  “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.”

I'm thinking it's going to start a lot of new fights.

But what's your take?

Is this a bona-fide relationship rescue - or a recipe for disaster?

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