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Dove's billboard attempting to redefine New Jersey's reputation as the "Armpit of America" seems to be getting the state in quite a lather. The backlash, while not unexpected, is especially notable considering the billboard won't even go up until July.
"Dear New Jersey," the Unilever billboard says, "when people call you 'The Armpit of America,' take it as a compliment. Sincerely, Dove."
With its North American headquarters based in New Jersey, Unilever swears the outdoor board is positive.
"The message that we want to get out there is that the armpit is not a bad thing," senior marketing director Matthew McCarthy tells The New York Times, "and that we stand for caring for the armpit."
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