ENGLEWOOD CLIFFS, N.J. (CBSNewYork) — Women from New Jersey say they won’t be blemished by a controversial ad campaign.
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 eventually pulled the ad before the billboards went up because of negative publicity.
Unilever, the brand’s parent company, said 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 in February. The article included an image of the billboard, which featured a woman in a white tank top raising an arm behind her head to expose an armpit.
The company said it will instead donate the space on the billboard to a charity. A representative for Unilever said the company would work with its foundation to identify a charity.
Several women’s groups are starting a viral campaign to respond to the ad anyway.
“We’re not a punchline. We’re caregivers, providers, workers. We’re movers, shakers,” the response said.
The company that owns Dove has its North American headquarters in Englewood Cliffs.
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