how to apologize?

How to tell in public when you're wrong? How to do that as a brand? Well, just the same as you do as a human being. Dive into the subject, reflect, tell honestly and openly that you were wrong, and that you are truly sorry that you hurt people.

It happened to Tony Chocolonely, a Dutch brand committed to slave-free chocolate. Known for provocative ads and engagement. But hey, sometimes they get slightly off too. In this case with a special bar for the LGBTQI community, which felt like pink-washing. So yes, of course, they apologized.