In the wake of Carrie Fisher’s untimely death, many brands and individuals have taken to Twitter to share their condolences. Cinnabon faced criticism for their attempt at a tribute.

CINNABON APOLOGIZES FOR CARRIE FISHER TRIBUTE TWEET

The post, which has since been deleted, showed an image of Fisher as Star Wars‘ Princess Leia drawn in cinnamon with a Cinnabon filling in for her iconic bun hairstyle. The caption read, “RIP Carrie Fisher, you’ll always have the best buns in the galaxy.” The image had been used by the company in the past on May 4 to celebrate “Star Wars Day.”

The tweet has since been hailed as tacky and disrespectful, and many have spoken out against the brand. Others applauded the message as one by which Fisher herself would have been entertained. In response to the mixed messages, the company issued an apology. “Our deleted tweet was genuinely meant as a tribute, but we shouldn’t have posted it,” they said. “We are truly sorry.”

Cinnabon is certainly not the only company to face backlash for a tribute post gone wrong following a celebrity death. Crocs was under fire for a tweet after David Bowie’s death, and Cheerios as well after Prince died. It is easy for companies to take the brunt of people’s emotions after facing a cultural loss.