Cinnabon was forced to apologize for a tweet it made following the death of “Star Wars” actress Carrie Fisher, who died Tuesday at the age of 60.
As social media was flooded with tributes and kind words for Fisher, Cinnabon—which produces sweet baked goods like cinnamon rolls—wrote: “RIP Carrie Fisher, you’ll always have the best buns in the galaxy.” It was referring to the iconic hairstyle she wore in the “Star Wars” films.
The tweet included a picture of her character, Princess Leia, done in cinnamon.
The tweet was later deleted after backlash from other Twitter users.
“Since we’re living in an Idiocracy, corporations use dead celebrity “tributes” as advertisements. Shame on you Cinnabon,” wrote author Mark Dice.
Later, Cinnabon was forced to apologize.
Our deleted tweet was genuinely meant as a tribute, but we shouldn’t have posted it. We are truly sorry.
— Cinnabon (@Cinnabon) December 28, 2016
— CBS News (@CBSNews) December 28, 2016
“Our deleted tweet was genuinely meant as a tribute, but we shouldn’t have posted it. We are truly sorry,” the chain wrote.
But some users claimed that Fisher would have been fine with the tweet.
Fisher suffered a heart attack on Los Angeles-bound flight on Friday and was later hospitalized at the UCLA Medical Center, according to media reports.
Her mother, “Singin’ in the Rain” actress Debbie Reynolds, suffered a reported stroke on Wednesday—a day after Fisher died—and was pronounced dead that night.