Mock Apology Marketing: Why Saying “Sorry Not Sorry” Works

A few weeks ago, I noticed something interesting on social media: brands were “apologizing” for things that made them great. Zomato was sorry for midnight cravings. Fevicol was sorry for sticking around too long. Even beauty brands were sorry for making mirror selfies irresistible.

At first, I laughed. Then I realized — this wasn’t about mistakes. This was about human, playful storytelling. They were saying, “We know we’re bold, and we’re proud of it.” Welcome to the world of #SorryNotSorry marketing.

What is Mock Apology Marketing?

Mock apology marketing is exactly what it sounds like: a brand apologizes, not for a mistake, but for something they’re confident about.

It’s playful, honest, and surprisingly effective. It works because it shows:

• Self-awareness: The brand knows its impact.
• Personality: The brand feels human and relatable.
• Confidence: They’re bold without being arrogant.

For small brands like Osmly, this trend is inspiring. It’s a reminder that marketing doesn’t have to be perfect to be real.

Why This Resonates With Me as a Founder

Running a company that creates customized gifts and corporate experiences is never perfect. Every UV print, laser engraving, and packaging decision requires care, patience, and problem-solving.

Sometimes our clients say things like:

“You’ve made it impossible to buy anything generic again.”

It’s a compliment… and maybe a little apology-worthy. 

#SorryNotSorry, right? This trend reminds me that we can communicate boldly, authentically, and playfully, without compromising our professionalism.

What Brands Can Learn From #SorryNotSorry

• Humanize Your Brand
  People connect with personality, not perfection. A playful apology shows confidence while keeping you relatable.

• Tell Your Story
  Small details — like why a product is handcrafted or how a gift is personalized — can be your “apology.” They show that you care about quality and connection.

• Engage Your Audience
  Bold, clever statements invite conversation. It’s an easy way to start engagement, especially on social media.

How We Apply It at Osmly

At Osmly, we craft gifts that make people feel seen. Our products might be small — a laser-engraved pen, a personalized diary, a unique corporate gift — but each one is a story in itself.

If we had to write a mock apology:

“We’re sorry for making gifting look this easy.”

#SorryNotSorry.

It’s fun, it’s memorable, and it reflects our human approach to creativity.

Marketing That Feels Human

The takeaway for me is simple: marketing works best when it’s real, playful, and confident. Mock apologies are a reminder that brands don’t always need to be serious to be respected.

Sometimes, being a little bold, playful, and human is exactly what makes people remember you — and your work.

If you’re thinking about how to connect with your audience today, ask yourself:
“What’s one bold, playful, or honest thing my brand can say — even if it’s a little cheeky?”

At Osmly, we’ll keep crafting stories one gift at a time… and maybe apologizing a little for doing it too well.