The public’s heated response to Cinnabon’s Carrie Fisher tweet Tuesday underscores a larger problem for brands that try and insert themselves into social media conversation — most potently felt during times of celebrity deaths. The “Star Wars” actress died Tuesday following a massive heart attack aboard a plane last week.
Amid an outpouring of love for Fisher from the Twitterverse, Cinnabon tweeted out this message: “RIP Carrie Fisher, you’ll always have the best buns in the galaxy,” along with a photo featuring a cinnamon bun in place in one of Princess Leia’s signature hair rolls.
So @cinnabon thinks death is a cool promotional tool#CarrieFisher pic.twitter.com/busU6dRAwW
— Tom (@SydneyTom_)
The photo previously appeared in a tweet from Cinnabon May 4, along with text: “Here’s to the princess with the second-best rolls in the galaxy. #MayThe4thBeWithYou,” CBS News reports.
Since @Cinnabon deleted its tweet honoring #CarrieFisher… here it is in all its questionable glory. pic.twitter.com/MMA2hiOSgi
— Kirsten Boyd (@Kirsten__Boyd)
Following negative response, Cinnabon deleted the RIP tweet and apologized on Tuesday night. The apology tweet reads: “Our deleted tweet was genuinely meant as a tribute, but we shouldn’t have posted it. We are truly sorry.”
For what it’s worth, some people thought Fisher herself wouldn’t have taken offense to the tweet.
I feel like Carrie Fisher would have gotten a kick out of the Cinnabon tweet to be honest.
— Calvin (@calvinstowell)
Brands typically riff on cultural news to appear relevant, though certain tweets have garnered backlash and read as promotional. General Mills’ (ticker: GIS) Cheerios posted (and later deleted) a tweet following Prince’s death that featured a purple background and a Cheerio on top of the “i” in “Rest in peace.”
@mrmedina @Cinnabon just as bad as @cheerios pic.twitter.com/7elk1VVmpr
— Sky Hartman (@Skyhartman)
Following the death of Robin Williams back in August 2014, the Academy of Motion Picture Arts & Sciences tweeted “Genie, you’re free,” with a still from Walt Disney Co.’s (DIS) “Aladdin.” The American Foundation for Suicide Prevention took issue with the tweet and its “subliminal message,” reports Variety. The tweet hasn’t been deleted.
Genie, you’re free. pic.twitter.com/WjA9QuuldD
— The Academy (@TheAcademy)
In December 2014, Best Buy Co.’s (BBY) try to play off the “Serial” podcast caused an uproar, Variety notes, seen as trying to take advantage of someone’s death. According to prosecutors, the murderer used the payphone near a Best Buy store after killing a teen girl. The company deleted the tweet that said: “We have everything you need. Unless you need a payphone. #Serial.”
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Cinnabon’s Carrie Fisher Tweet Prompts Backlash originally appeared on usnews.com
