Cinnabon has found itself in the middle of a social media storm following an ill-advised tribute to late Star Wars icon Carrie Fisher, who died yesterday (Tuesday 27 December) at age 60.
The tweet, which featured the caption 'RIP Carrie Fisher, you’ll always have the best buns in the galaxy,' showed a cinnamon-inspired Princess Leia complete with a Cinnabon roll as hair.
Seen by many shocked fans as a cheap promotional tactic Twitter users weren’t slow on calling the baked goods brand out - with some comparing it to Cheerios misguided Prince tribute from earlier in the year.
Since we're living in an Idiocracy, corporations use dead celebrity "tributes" as advertisements. Shame on you Cinnabon pic.twitter.com/pRnVIdWPMi
— Mark Dice (@MarkDice) December 27, 2016
.@cinnabon: ummmm... NO to your Carrie Fisher tweet! You've gone beyond being a current, responsive brand to opportunistic and super tacky. pic.twitter.com/YoQ6E6eWbt — Rebeca Arbona (@WithOnlyOneC) December 27, 2016
— Rebeca Arbona (@WithOnlyOneC) December 27, 2016
Some users, however, though that Fisher probably would have enjoyed the tribute.
I feel like Carrie Fisher would have gotten a kick out of the Cinnabon tweet to be honest. — Calvin (@calvinstowell) December 27, 2016
Can't help but think that Carrie Fisher would have appreciated that Cinnabon tweet. pic.twitter.com/DOisE5eIwe
— Girls Really Rule. (@girlsreallyrule) December 27, 2016
Carrie Fisher would have loved @Cinnabon tweet. That's the irony. — Jaime Primak (@JaimePrimak) December 27, 2016
The image was first shared earlier this year on Star Wars Day (4 May) when, at the time, Cinnabon claimed the Star Wars character had only the “second best rolls in the galaxy”.