NJ Billboard Backlash: Dove Pulls ‘Armpit of America’ Ads

The billboard ad was scheduled to run in July

   

NJ Billboard Backlash: Dove Pulls ‘Armpit of America’ Ads

An ad touting Unilever’s (UL) Dove brand of soap raised such a stink in New Jersey that the company has pulled the advertisement before it hit billboards across the Garden State.

dove armpit ad 300x225 NJ Billboard Backlash: Dove Pulls Armpit of America Ads
Source: Unilever

The European consumer products giant, whose U.S. headquarters is located in N.J., says it will not run the Dove billboard ad, which featured a picture of a smiling woman exposing her armpit, accompanied by the text: “Dear New Jersey, When people call you ‘The Armpit of America,’ take it as a compliment. Sincerely, Dove,” the Associated Press notes.

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When reports of the Dove billboard ads appeared in the New York Times, New Jersey residents complained to Unilever. The Dove ads — meant to advertise a new Dove deodorants — were expected to appear on billboards beginning in July.

In a statement, Unilever said that it did not mean to “cause any misunderstanding” and apologized to anyone offended by the ad.

Earlier this week, reports surfaced that Unilever has contacted potential suitors for its Ragu pasta sauce brand, which it expects to sell for as much as $2 billion.

Unilever shares slipped modestly in Wednesday morning trading.

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Article printed from InvestorPlace Media, http://investorplace.com/2014/03/nj-billboard-backlash-dove-pulls-armpit-america-ads/.

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