Armpit of America

Image“Armpit of America”

Dove’s new deodorant ad has created a lot of backlash. Many have  commented on how they have chosen to now boycott the company’s products. What is it that has created such conflict? It’s their new campaign “Armpit of America”; a new billboard that advertises Dove’s deodorant products.

They said that the idea of the billboard was one that should be taken positively. Dove’s billboard is to create and redefine New Jersey’s reputation. They weren’t surprised from receiving backlash, however it was unexpected for Dove to be getting so much backlash when the ad wont even be placed until July of this year.

The billboard reveals women in a plain white tank showing her underarm; with the headline:

“Dear New Jersey,” the Unilever billboard says, “when people call you ‘The Armpit of America,’ take it as a compliment. Sincerely, Dove.”

Dove’s senior marketing director, Matthew McCarthy, commented on the negative feedback from customers by stating:

“The message that we want to get out there is that the armpit is not a bad thing,” also ensuring, “and we stand for caring for the armpit.”

I personally think that the Advertisement is risky they could have came up with a better way of advertising for deodorant.  Armpit is known for being a dirty word, it has negative meaning behind it, and by advertising New Jersey as the armpit, they are essentially coming off as advertising them as “the worst place in a given region”. They stated that they plan to change the preconception of it as dirty, but that seems like a large challenge to overcome.



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