The PR Wars “Caught You Being Good” segment recognizes real world examples of best practices in public relations.

On January 7, one day after the Capitol riots, a photo was tweeted of an AXE body spray can left behind from the mob. The photo could have created a negative viral impact for the brand. Fortunately, the social media team jumped into action with a same day reply to distance itself from the rioters with a humorous comment followed by a serious statement about democracy.

The original tweet of the photo has 7.5k likes, while AXE’s reply has considerably more impact with 84.5k likes. While, not all of the comments were positive, this issues management post was a clear winner to protect the brand and denounce the violence at the Capitol.