It’s no secret that Samsung’s Galaxy Note 7 debacle had an impact on the overall brand, and today the company is looking to remedy that in part with full page apology ads in major United States daily news papers, including The Wall Street Journal, The New York Times, and The Washington Post (via The Verge).
The letter is signed by Gregory Lee, the president and CEO of Samsung Electronics North America, and outlines the company’s regret over the entire situation and discusses what it’s doing to prevent such a situation from happening again.
The Korean Herald was the first to report on the ad, which was the same across all three major publications. In addition to outlining the issues with the Galaxy Note 7, the ad also mentions the problems Samsung has had with 34 different models of its top-load washing machines, which also caused a product recall.
“An important tenet of our mission is to offer best-in-class safety and quality. Recently, we fell short on this promise. For this we are truly sorry,” the ad reads. “We will re-examine every aspect of the device, including all hardware, software, manufacturing and the overall battery structure. We will move as quickly as possible, but will take the time needed to get the right answers.”
Samsung explains that it is continuing to investigate the issues surrounding the Galaxy Note 7 to determine where exactly everything went wrong. If you haven’t been following the saga, the device suffered from design flaws that caused it to overheat and catch fire. After attempting to remedy the problem, Samsung ultimately canceled production of the device altogether and recall all units.
It’s unclear how big of an effect these full page apology ads will have on Samsung’s overall brand, but they’re certainly a nice way for the company to attempt to become more personable following a rough patch of news. We’ll have to wait and see just how much it helps, though…