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Dove's armpit backfires

3 years 2 months 2 weeks ago March 04, 2014 Mar 4, 2014 Tuesday, March 04 2014 March 04, 2014 6:23 PM in News
Source: Associated Press
By: Michael Marsh

NEW YORK- Dove scrapped a plan to run a billboard campaign in New Jersey that tells residents to embrace being called the "Armpit of America."

It sparked complaints after a newspaper ran a story about it last week.

The article featured an image that was planned for billboards that shows a woman in a white tank top raising an arm behind her head to expose her armpit.

It would have read, "New Jersey, When people call you the 'Armpit of America,' take it as a compliment. Sincerely, Dove."

Unilever is the parent company and says it was intended to promote a new line of Dove products.

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