You can now read 5 articles in a month for free on BostonGlobe.com. Read as much as you want anywhere and anytime for just 99¢.

Dove drops ‘Armpit of America’ billboard in N.J.

NEW YORK — Dove is learning the hard way that New Jersey residents do not appreciate being referred to as ‘‘The Armpit of America.’’

Unilever, the brand’s parent company, said it no longer plans to run a billboard featuring the well-known dig at the Garden State.

Continue reading below

The ad was intended to promote a new line of deodorants by encouraging people to see armpits in a more positive light.

The text of the ad read, ‘‘Dear New Jersey, When people call you ‘The Armpit of America,’ take it as a compliment. Sincerely, Dove.’’ It featured a smiling woman in a white tank top raising an arm behind her head to expose an armpit.

Dove is known for its unconventional ads, including a campaign that celebrates ‘‘Real Beauty’’ by featuring women who do not look like the typical models featured in most other ads. But the latest campaign apparently hit the wrong nerve with New Jersey residents.

The news of the billboard, which was set to run in July, sparked complaints after The New York Times published a story about it last week.

Loading comments...

Wake up with today's top stories.

Want each day's news headlines delivered fresh to your
inbox every morning? Just connect with us
in one of the following ways:
or
Please enter a valid email
BostonGlobe.com will never post anything without asking.
Privacy Policy
Subscriber Log In

You have reached the limit of 5 free articles in a month

Stay informed with unlimited access to Boston’s trusted news source.

  • High-quality journalism from the region’s largest newsroom
  • Convenient access across all of your devices
  • Today’s Headlines daily newsletter
  • Subscriber-only access to exclusive offers, events, contests, eBooks, and more
  • Less than 25¢ a week
Marketing image of BostonGlobe.com
Marketing image of BostonGlobe.com