Do you wanna tell @DunkinDonuts how bad replacing the eternal flame with coffee is or should we? #LFC pic.twitter.com/qnJRkEVDGT— Kop Magazine (@TheKopMagazine) February 25, 2015
Dunkin' Donuts got in trouble with Liverpool fans after tweeting an alternate version of the team's crest, replacing the eternal flames with cups of coffee. The flames were added to the crest in 1993 as a memorial to the 96 fans who died in the Hillsborough disaster.
The company deleted the tweet and apologized in the Liverpool Echo on Thursday.
"We apologise for any insensitivity regarding our tweet supporting an LFC-themed promotion featuring the LFC crest.
"As a proud partner of LFC, we did not intend any offence, particularly to the club's supporters. We have removed the tweet and halted the campaign immediately."
The tweet caused a bit of an uproar of Twitter from Liverpool supporters, with some calling for the club to end their sponsorship agreement with the US-based company.
@JimBoardman are we benefit from @DunkinDonuts an other awful marketing partnerships?rather forgo the next signing then see that crest again— Nick Milne (@elmilno) February 26, 201
Others were calmer, expressing more disappointment than anger.
.@DunkinDonuts weren't being malicious, but a simple Wikipedia search would have enlightened your PR Team ffs. #LFCFamily— Dave (@AbsoluteKop) February 26, 2015