After they find out that milk actually helps relieve the symptoms of PMS, the men of the world buy milk with extreme abandon. got milk?

Playing off of the news format, media ran in and around sports and news. The campaign broke on TV during Major League Baseball playoffs and ran close to sports reporting in local news. To leverage talk value further, spots ran in morning and late night talk shows, such as Good Morning, America and The Tonight Show. Online placements were also selected to mimic news, including Los Angeles Times, San Francisco Chronicle, ESPN, and FoxSports. Geo-targeted placements in news, sports and health sections of Yahoo! and MSN also delivered a targeted message. The online effort generated over 50 million impressions.