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

by Christopher Freeburn | March 5, 2014 10:01 am

An ad touting Unilever’s (UL[1]) Dove brand of soap raised such a stink in New Jersey that the company has pulled the advertisement[2] before it hit billboards across the Garden State.

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.

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[4], which it expects to sell for as much as $2 billion.

Unilever shares slipped modestly in Wednesday morning trading.

More Company Controversies:

• Charmin Pulls Potty Humor That Had Twitter Laughing[5]
• Marc Jacob Pulls Shirt Over Link to Controversial Group[6]
• Whole Foods Pulls ‘Racist’ Obama Sign[7]

Source URL: https://investorplace.com/2014/03/nj-billboard-backlash-dove-pulls-armpit-america-ads/

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