Jennifer Healy, Dove’s senior marketing director, and three girls featured in the ad campaign stopped by the CBS2 studios to talk with Diane Macedo about how the initiative started and how far it has gone.
Frustrated that New Jersey was about to be called the “Armpit of America” in a national ad campaign a group of women took it upon themselves to create a new image for the Garden State.
They were angered by proposed ‘Dove’ billboards that read “Dear New Jersey, when people call you the armpit of America, take it as a compliment.”
Dove had planned to post billboards in New Jersey starting in July telling residents to embrace being called “The Armpit of America.”
At first glance it’s seemingly harmless advertisement for Dove, with a woman showing her underarm. But then you notice snarky punch line.