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 wanted to make women’s issue our issue. Thus we started to sorry chain in Turkey.

After the press conference on mass media we started the sorry initiative on the international women’s day. We apologized to women with a music video in which men asked for forgiveness for all the mistakes. Then we promised not to keep silent to what’s being done to women all around the world. We also started a sorry chain in the most popular mafia tv series in Turkey. All macho characters apologized to women during the Show. Moreover we asked men to share their apologies on twitter and we broadcast them realtime in the same series.

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.