Dove won't use 'Armpit of America' billboard in New Jersey - KMSP-TV

Dove won't use 'Armpit of America' billboard in New Jersey

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NEW JERSEY (MYFOXNY.COM) -

A new billboard was supposed to go up this summer in New Jersey with an ad from Dove, the soap and deodorant brand.

The ad read: "Dear New Jersey, when people call you 'The Armpit of America,' take it as a compliment. Sincerely, Dove."

The new ad was to be part of a marketing campaign by Dove to promote a new line of deodorant called Dove Advanced Care.

Marketing expert Adam Hanft says that while the ad's intention is to empower women and even make the armpit look good, the "Armpit of New Jersey" angle may make Dove look bad.

Some feel it's was just a nasty dig at the Garden State, already the brunt of jokes after the George Washington Bridge political scandal. Traffic in Fort Lee was snarled for days because of lane closures on to the bridge, apparently, part of a political payback scheme.

Unilever, which makes Dove, issued a statement to Fox 5 on Friday night: "Our intent with the 'Dear New Jersey' ad was to call attention to the fact that armpits can and should be considered beautiful and ask women everywhere to accept this as something that is okay. We did not wish to cause any misunderstanding or offense. We take feedback from our community very seriously and will not be running this billboard advertisement."
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