The company had planned to launch a Dove deodorant billboard featuring a smiling woman with her arm behind her head and the text:
Dear New Jersey, When people call you 'The Armpit of America,' take it as a compliment. Sincerely, Dove.
Whether the company ever intended for the billboard to actually go up or just wanted the online buzz is unclear — after some threatened boycotts on Facebook, Unilever, which is headquartered in New Jersey, now says they'll donate the space to charity.
"Thank you for your comments. With our 'Dear New Jersey' advertisement, Dove deodorant never intended to upset the residents of the state. As a result of your feedback, Dove deodorant will not be moving forward with publishing or displaying this ad."
[image via AP]