Earlier today we were alerted to the existence of a new dairy-centric ad campaign from the same folks who brought you "Got Milk?", only this time, they're tackling the touchy topic of women. Specifically, women and their periods. Thirsty yet?

Dubbed "Everything I Do Is Wrong," the new campaign is centered around milk's supposed PMS-reducing effects. Designed for the exasperated boyfriend or husband, the micro-site features a "Puppy Dog-Eyezer," a "video apology enhancer," and an emergency milk locator to aid befuddled menfolk. "I apologize for letting you misinterpret what I was saying," reads one of the campaign posters, and "I'm sorry for the thing—or things—I did or didn't do."

It's kind of cute, but really, milk for your period? As of right now, there is no known cure for PMS, but a highly scientific sampling of women found that the craving meter tips strongly toward brownies, Cinnabuns and Swedish fish in the days leading up to their periods.