We knew that a lot of brands had epic fails in the history. Most of them did not accept their failures. As a men’s brand, Axe also had made epic mistakes. It has been highly criticized for its ads in which women have been misrepresented and objectified. Instead of ignoring these mistakes we chose to embrace our mistakes. We believed it’s never too late to say sorry. So we apologized to women for our history. Moreover we also wanted to apologize to everyone who have previously used our broken cans. So we also apologized to them during the relaunch of our product. Overall we said: Sorry if we broke it.

We started the sorry initiative on international women’s day. We apologized to women with a video clip in which we asked for forgiveness for our mistakes. Then we went a little further. We replied to every tweet criticizing our cans. We apologized to every one of it and introduced our new products with a heartfelt sorry. We created digital content where our brand ambassador famous musician Can Bonomo read all these criticism tweets, apologized on behalf of the brand and announced our new cans. To extend this chain of sorry we made a TV integration in one of the most famous TV Series, Çukur where leading 4 male characters asked for forgiveness. The audience decided on which character to apologize through instagram & twitter voting. In parallel with these we collected different men's apologies through a hashtag on social media and aired them on TV during the TV integration.

We reached; 270.626.614 impression, 14.938.221 view and 14.560.954 reach within the campaign.

With Cukur integration, we reached 72.436.359 Twitter impressions and the engagement rate was 8,22% - which was 3 times higher than the average engagement rate of Axe.

Total PR reach was 6.120.386 people, ad value on press was 398.852 TL and ad value on TV was 2.223.390 TL.