Dove has been forced to discontinue an advertising campaign that calls the US state of New Jersey “The Armpit of America” following a backlash from residents.
The billboard, which was scheduled to debut in July, features a woman wearing a white singlet top and raising an arm to display her underarm. The ad says: “Dear New Jersey, when people call you ‘The Armpit of America,’ take it as a compliment. Sincerely, Dove.”
Unilever, the brand’s parent company, made the announcement that it no longer plans to run the billboard that pokes fun at the garden state following dozens of angered New Jersey residents taking to Facebook and complaining on Dove’s official page.
Hetty Equality Rosenstein posted: “Your New Jersey ad is offensive. I am so disappointed. I love your self-esteem work and understanding of personal beauty. You should pull it. Now.”
Many posts also threatened to boycott the brand. “The New Jersey comment was rude….no more Dove for my household. Insult an entire state ..WOW!”, posted Nic Mybittersweets.
“Thanks for insulting New Jersey. I will be sure not to buy any of your products again,” said Kate Buffum Newmark.
Dove responded to each comment with a generic apology note: “Thank you for your comments. With our ‘Dear New Jersey’ advertisement, Dove deodorant never intended to upset the residents of the state. As a result of your feedback, Dove deodorant will not be moving forward with publishing or displaying this ad.”
In an emailed statement, Unilever said “We take feedback from our community very seriously and have decided that we will not be running this billboard advertisement.
“We did not wish to cause any misunderstanding and apologise for any offence.”
The statement also said the intention was to call attention “to the fact that armpits can and should be considered beautiful.”
A blog that critiques advertising has responded to the campaign, pointing out “Ugly underarms is an insecurity that Dove made up to convince you that you need to buy their product. What does an ugly underarm even look like?”
Unilever says it will donate to charity the space where the billboard was supposed be.
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