Tbh, I used to think a bad apology was just a bad apology, but the whole 'Brewed Awakening' coffee mess changed my view

Six months ago, when their 'cold brew concentrate' gave people the runs, they just posted a bland 'we're sorry if you were inconvenienced' note. Now, after the backlash, they did a full video with the CEO showing the new testing process and offering refunds plus a free bag. The shift from that weak corporate line to actually showing the fix was huge. Has anyone else seen a brand totally flip their apology style like that?

3 comments

3 Comments

caleb_thomas851mo ago

The thing that got me was the CEO in the video looked genuinely tired, like he hadn't slept. That stress felt real, not like a PR script. It made the whole fix seem way more believable.

henry1891mo ago

Honestly @caleb_thomas85, that tired look just makes me think he's bad at his job.

david_park1mo ago

Oh please, @caleb_thomas85, he looked tired because he probably stayed up all night trying to figure out how to spin this mess. That's not stress, that's just the panic of getting caught. If looking exhausted makes a fix seem real, then my neighbor's kid is a genius for being tired after failing his math test.