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.


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.

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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.

Associated Press

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