'Got Milk?' Pulls PMS Campaign Early, Yet Calls It a Success

The California Milk Processor Board is scrapping its controversial "Got milk?" ads positioning the product as a cure-all for PMS symptoms (and the raging, irrational creatures who exhibit them). This was the logical step for a campaign that had been largely panned—it's a wonder it lasted this long, frankly. Yet both client and agency are tying themselves in knots trying to portray the effort as a success overall. Steve James, the milk board's executive director, tells The New York Times: "It certainly wasn't our intention to offend people.