Dove has received universal acclaim for some recent advertisements.
But the company has finally struck out, at least as far as New Jersey residents are concerned.
Following a number of complaints on its Facebook page, Dove has pulled it Armpit of America billboard, which joked about the Garden State's nickname and read:
"Dear New Jersey, When People call you 'The Armpit of America,' take it as a compliment. Sincerely, Dove."
Unique? Yes. Funny? To most people. Offensive? Heck yes, according to folks in Jersey.
"Memo to Dove advertising (aka idiots): good luck selling in NJ. I will not buy a Dove product again," wrote one Facebook user, expressing a sentiment held by many.
Explained Matthew McCarthy - senior marketing director of antiperspirants and deodorants at Unilever, the company that owns Dove - of the campaign:
"We did not wish to cause any misunderstanding and apologize for any offense. Our intent with the 'Dear New Jersey' billboard, which was one of many ads for our campaign, was to call attention to the fact that armpits can and should be considered beautiful and ask women everywhere to accept this as something that is okay.
"As a New Jersey-based company and longtime supporter of many charitable organizations in the state, we will instead be donating this billboard space to one of them."
Sounds fair to us.
Now New Jersey residents can return to what truly makes their state look bad: Snooki.