A quirky marketing campaign by Dove has been axed after numerous complaints were received from disgruntled New Jerseyans. It seems, as Dove learned recently, that they don’t like to be thought of as “The Armpit of America.” Would you?
The parent company of Dove, Unilever, said they no longer plan to run the New Jersey billboard campaign which was intended to promote a new line of deodorants in time for the summer.
The whole campaign was a bit ‘tongue-in-cheek’ and did come a bit close to the bone as it attempted to portray armpits in a more positive light. The advert reads:
Dear New Jersey, When people call you ‘The Armpit of America,’ take it as a compliment. Sincerely, Dove.
But the residents of New Jersey were less than pleased with being associated with armpits,and Unilever changed direction with the following statement: “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 apologize for any offense.”
Some timely backtracking indeed, but did the company go far enough not to lose all New Jerseyans as customers forever? The statement said the intention of the armpit of America ad was to: “call attention to the fact that armpits can and should be considered beautiful. Something that is okay.”
Are you from New Jersey and if so, are you offended by the latest Dove armpit of America ad campaign? Even if you ‘re not from New Jersey, do you find it offensive? Share your thoughts on the matter in the comments feed below.