New Jersey has been christened the "Armpit of America," a derogatory dig at the Garden State, unless the gardens being referenced are adorned with pit-stained tees. Now Dove wants the state to embrace the nickname with its new campaign.
Gothamist reports that Dove plans to put up billboards with the following message as part of its Dove Advanced Care campaign:
Dear New Jersey,
When people call you "The Armpit of America," take it as a compliment.
This also appears to be a dual-mission by the company, which is based in Englewood Cliffs, N.J., to get women to develop a love affair with their armpits. "It was a very conscious decision because people view ‘armpit’ as a dirty word," Nancy Vaznonis of Ogilvy & Mather told the New York Times. "We wanted to change the preconception of it as dirty." If all goes according to planned, the campaign will launch this summer with armpit-friendly commercials accompanying the billboards.
Gothamist reached out to New Jersey Gov. Chris Christie and the state Board of Tourism about the matter. Neither have responded, and, honestly, Christie has bigger issues to worry about. It will be interesting to see if the state accepts this with open glands.