Procter & Gamble has launched an edgy multiplatform campaign, Menwithcramps.com, created by Kirt Gunn & Associates.

The campaign is a playful take on women's menstrual cramps, pretending that they also afflict men, reports The New York Times.

The site has also spurned off a second faux website about the supposedly studying of the fake syndrome.

The Times reports that major marketers believe they can get away with riskier campaigns online because "internet users tend to be younger and more accustomed to irreverent humor."

The campaign is said to have a budget estimated at $1 million and includes two special websites, a fake documentary and print advertising to draw consumers to the online campaigns.