On January 6, 2021 a violent pro-Trump mob stormed their way into the nation’s Capitol in an attempt to prevent Congress from certifying the results of the 2020 election. At that same time, other smaller Trump-supporting groups were busy occupying several government buildings throughout different states.
The state groups mostly remained predominantly peaceful, but the mob at the Capitol had a very different feel. That group—directly encouraged by Trump to go to Washington DC then to go to the Capitol to give Congress a message—came armed with restraints, a gallows, bombs, napalm, and several firearms and chanted “hang Mike Pence” after storming the building.
Although things went were not as bad as they could have been thanks to Vice President Mike Pence and members of Congress being evacuated, the attempted insurrection still cost five lives, did millions in physical damage, threatened national security and traumatized and terrorized those present.
It did not come remotely close to interrupting the certification of Joe Biden as president-elect however.
While some like Texas Republican Senator Ted Cruz are brushing off the actions of the mob, others are not taking things so lightly. Federal charges have already been levied against some, with more repercussions to come.
People have been speaking out strongly against the uprising, as expected. What many did not expect was that corporations would begin taking official stances on the situation.
Plenty of companies have released “official statements” from CEOs, or reassured the public that just because their product was used didn’t mean they supported the riot.
Then there was AXE body spray who decided to skip the drawn-out verbose statement and just take their thoughts straight to Twitter.
A can of their product was photographed in the rubble at the Capitol.
Left by the mob: a lonely can of Axe body spray pic.twitter.com/wy2bU3fWgH
— Mike DeBonis (@mikedebonis) January 7, 2021
Which afforded the company the perfect chance to state their position loud and clear.
We'd rather be lonely than with that mob. AXE condemns yesterday's acts of violence and hate at the Capitol. We believe in the democratic process and the peaceful transition of power. https://t.co/vX727ZfvS8
— AXE (@AXE) January 7, 2021
The fact we have reached a point in history where a not-exactly-beloved body spray company is making political condemnations has some people feeling a bit overwhelmed by the surreal.
this is so on brand american it’s honestly difficult to figure out where to start https://t.co/qVRQE8emF3
— “𝐊𝐚𝐧𝐭” (@kantoucan) January 9, 2021
i am Untethered from Reality https://t.co/ZxG8QT0NLN
— shailee (@notshailee) January 8, 2021
im mad im just seeing this now. hellworld https://t.co/SDcJ8WCzja
— josh (@slimeslinger) January 11, 2021
Deodorant companies condemning the attempted overthrow of the U.S. government is my cue to head out from the internet today…. https://t.co/QFzMgyKrHk
— Meghan McCain (@MeghanMcCain) January 8, 2021
I didn’t have Axe body spray formally disassociates from a mob attacking the capitol building on my 2021 bingo card, but here we are. https://t.co/4aCtD2hGGQ
— Lucy Tournas (@lucytournas) January 8, 2021
If I ever get access to a time machine the first thing I’m gonna do is tell my 8th grade self that one day Axe Body Spray will have to issue a statement in support of democracy https://t.co/xCHjo1saNm
— Christina Cauterucci (@c_cauterucci) January 8, 2021
Some people took it well.
"We want you to smell like a douchebag, not act like one."-AXE https://t.co/xlzXQrpjNv
— Dan Glysak (@SalvyEpps) January 11, 2021
It took Trump longer to condemn the riots than it took Axe body spray https://t.co/N8MWG1wYLX
— Dan Amira (@DanAmira) January 8, 2021
AXE body spray's response to an image of their product being found at the Capitol seemed like an excellent example of corporate communications. The response was timely, referenced the reporter's initial tweet and on the most appropriate channe #tuckcc https://t.co/vTQuVV7Ilw
— seema (@seemathoughts) January 10, 2021
🤣🤣🤣 Thank you both @mikedebonis and @AXE for these posts!! It was the best, most random levity from this BS. Also kudos to you AXE for your response supporting democracy and peace! I’m an Old Spice guy, but I may have to give your deodorant a try at some point! 😜 https://t.co/D2h4AfRfjs
— JoeMoMania (@JoeMoMania1) January 8, 2021
Your deodorant smells like immature trash, just like this stance https://t.co/chct235Mgl
— Ramsay Bolton (@RamsayforKing) January 10, 2021
OK. I’ve used @AXE body spray every day of my life #Phoenix. Ur scents bring me back to those great days in the middle school locker room #DarkTemptation. I’ve spent tens of thousands on @AXE, but #NeverAgain will I spray ur #CoolMetal phthalates directly on my penis & testicles. https://t.co/9jqnjYBuod
— phosphorescence of the dead tree (@R3SURR3CT10N1ST) January 10, 2021
Just another reason not to wear Axe https://t.co/pRXJeDnSll
— Jacob Mansour (@JacobMansour212) January 9, 2021
— pengu! (@Pengudiegu) January 9, 2021
2021 is already shaping up to be a very strange year.