Dove nixes 'Armpit of America' billboard in NJ

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Associated Press

Posted on March 4, 2014 at 2:02 PM

NEW YORK (AP) — Dove is scrapping its plans to run a billboard in New Jersey that tells residents to embrace being called "The Armpit of America."

Unilever, the brand's parent company, says the billboard featuring the well-known dig at the Garden State will not run this summer after all.

The news of the billboard sparked complaints after the New York Times published a story about it last week. The article included an image planned for the billboard, which featured a woman in a white tank top raising an arm behind her head to expose an armpit.

The text read, "Dear New Jersey, When people call you 'The Armpit of America,' take it as a compliment. Sincerely, Dove."

The ad was intended to promote a new line of Dove deodorants.

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