By JULIET WILLIAMS
SACRAMENTO, CA (AP) -- The group that created the "Got Milk?" campaign is back with a new marketing strategy that already is generating plenty of buzz.
The California Milk Processor Board is encouraging women to drink more milk to fend off the symptoms of premenstrual syndrome.
The statewide campaign launched this week drew criticism online for ads saying men are the real PMS sufferers as their wives and girlfriends behave strangely every month.
The campaign's web site has a color-coded "current global PMS level" and a "mistake verification system" wrapped around pictures of puzzled men.
The board's executive director, Steve James, says the Internet, radio and billboard campaign is not meant to offend women but to poke fun at "how clueless men are in dealing with emotional situations."
(Copyright 2011 by The Associated Press. All Rights Reserved.)