We're not sure about this one...The "Got Milk" campaigns dropped images, billboards, and a website themed around men dealing with PMS and how milk can reduce the symptoms. If the goal was to cause controversy, it worked. If it was to draw attention (negative if it may be) it did. If the objective was really to help alleviate the symptoms of PMS, we're not so sure...

Supposedly, a scientific study proposes a case for calcium. It poses that milk can help:

"Clinical trials in women with PMS have found that calcium supplementation effectively alleviates the majority of mood and somatic symtoms...strongly suggests that PMS represents the clinical manifestation of calcium deficiency..."

The Got Milk crew jumped on board and tried to add humor to the situation. Some (probably mostly men) found it clever and funny. Some (probably women) found it insensitive and demeaning. 

Either way, the campaign has drawn attention.