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Bill Huey, Strategic Communications, Atlanta (7/29): Stuart Elliott of The New York Times recently chronicled the flop of Goodby/Silverstein's campaign to promote milk as a cure for the symptoms of PMS. The web site focused on "men living with PMS," and the pitchforks came right out. The web site was taken down after about a week, replaced with one that is focused on "discusssion" of the malady and how good old milk can help. It ranks as one of the fastest and most spectacular flops in web/social media marketing.