Dove won't use 'Armpit of America' billboard in New Jersey - FOX 35 News Orlando

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

Posted: Updated:
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."
  • New Jersey NewsNew Jersey NewsMore>>

  • Anaconda sightings in Lake Hopatcong reported

    Anaconda sightings in Lake Hopatcong reported

    Tuesday, July 22 2014 5:59 PM EDT2014-07-22 21:59:16 GMT
    Boaters in Lake Hopatcong in New Jersey are keeping an eye out for an unwanted visitor lurking underwater: a 14- or 15-foot-ong snake, possibly a green anaconda. Several people have seen the reptile, which has probably holed up in a drain pipe. Reptile specialists are also searching the lake for signs of the snake. So far no more sightings have been reported.
    Boaters in Lake Hopatcong in New Jersey are keeping an eye out for an unwanted visitor lurking underwater: a 14- or 15-foot-ong snake, possibly a green anaconda. Several people have seen the reptile, which has probably holed up in a drain pipe. Reptile specialists are also searching the lake for signs of the snake. So far no more sightings have been reported.
  • Search for masked robbers in Caesars heist

    Search for masked robbers in Caesars heist

    Tuesday, July 22 2014 3:28 PM EDT2014-07-22 19:28:51 GMT
    The hunt is on in southern New Jersey for two suspects who made off with more than $180K from Caesars Atlantic City casino. The brazen robbers reportedly stole the cash from two plastic boxes on the casino floor. The robbery occurred on Monday at about 6 a.m. The masked robbers took off in a vehicle. The State Police Casino Gaming Bureau is handling the investigation.
    The hunt is on in southern New Jersey for two suspects who made off with more than $180K from Caesars Atlantic City casino. The brazen robbers reportedly stole the cash from two plastic boxes on the casino floor. The robbery occurred on Monday at about 6 a.m. The masked robbers took off in a vehicle. The State Police Casino Gaming Bureau is handling the investigation.
  • Jets eliminating paper season tickets

    Jets eliminating paper season tickets

    Tuesday, July 22 2014 2:04 PM EDT2014-07-22 18:04:58 GMT
    The New York Jets are doing away with paper tickets for season ticket holders, while offering those fans a rewards plan for showing up regularly and behaving properly.
    The New York Jets are doing away with paper tickets for season ticket holders, while offering those fans a rewards plan for showing up regularly and behaving properly.
Powered by WorldNow

35 Skyline Drive
Lake Mary, FL 32746

Phone: (407) 644-3535
News Tips: (866) 55-FOX35

Didn't find what you were looking for?
All content © Copyright 2000 - 2014 Fox Television Stations, Inc. and Worldnow. All Rights Reserved.
Privacy Policy | Terms of Service | Ad Choices