Dove won't use 'Armpit of America' billboard in New Jersey - Fox 2 News Headlines

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>>

  • Shooting at NJ Transit station

    Shooting at NJ Transit station

    Friday, August 1 2014 6:36 AM EDT2014-08-01 10:36:28 GMT
    Police were investigating a shooting at the NJ Transit train station in Elizabeth, N.J. on Friday morning.  It apparently happened around 4:30 a.m. The victim was shot in the leg in an apparent robbery.
    Police were investigating a shooting at the NJ Transit train station in Elizabeth, N.J. on Friday morning.  It apparently happened around 4:30 a.m. The victim was shot in the leg in an apparent robbery.
  • New Jersey detective acquitted in Maryland highway shooting

    NJ detective acquitted in Md. highway shooting

    Thursday, July 31 2014 5:20 PM EDT2014-07-31 21:20:31 GMT
    A jury has found a New Jersey detective not guilty in the slaying of a driver during an alleged road-rage incident. Joseph Walker, 41, an investigator for the Hudson County, New Jersey, prosecutor's office, was found not guilty on all counts on Wednesday in Anne Arundel County Circuit Court. He had been charged with first-degree murder in the death of Joseph Harvey, 36, of Landsdowne.
    A jury has found a New Jersey detective not guilty in the slaying of a driver during an alleged road-rage incident. Joseph Walker, 41, an investigator for the Hudson County, New Jersey, prosecutor's office, was found not guilty on all counts on Wednesday in Anne Arundel County Circuit Court. He had been charged with first-degree murder in the death of Joseph Harvey, 36, of Landsdowne.
  • Man charged for the overdose death of Hillsborough resident on Christmas Eve

    Man charged for the overdose death of Hillsborough resident on Christmas Eve

    Thursday, July 31 2014 11:38 AM EDT2014-07-31 15:38:39 GMT

    A Bridgewater man has been charged with the death of a 22-year-old Hillsborough resident who overdosed on Heroin Christmas Eve morning, according to nj.com.

    A Bridgewater man has been charged with the death of a 22-year-old Hillsborough resident who overdosed on Heroin Christmas Eve morning, according to nj.com.

Powered by WorldNow

WJBK-TV | Fox 2
16550 West Nine Mile Rd.
Southfield, MI 48075

Main Station: (248) 557-2000
Newsroom: (248) 552-5103

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