This story has been updated to reflect a response from Coca-Cola.
On September 11, 2001, the Twin Towers in New York City were destroyed. 15 years later, the day was commemorated with cases of Coca-Cola.
A Walmart shopper at a location in Panama City Beach, Fla. noticed the display on Tuesday and posted a picture to Twitter. It depicts Ground Zero assembled using cases of Coke Zero against an American flag backdrop, with rollback prices being advertised right above it.
The picture has since been retweeted thousands of times, with many Twitter users venting their disappointment.
Florida c'mon man pic.twitter.com/HU4y2rxgFG
— minor smith (@online_shawn) September 6, 2016
Please tell me this is fake. Just tell me it's fake even if it's not so I can sleep well tonight "knowing" this isn't real.
— Andrew 🐀 (@ajcannizzaro) September 6, 2016
@JNPLIS this is gross.
— Jennifer Kulp (@OceanPkwy88) September 7, 2016
This is THE ultimate in brand 9/11 cash-in tackiness and nothing will ever ever ever top it https://t.co/3VWNTcKfmx
— Natasha Daly (@natashaldaly) September 7, 2016
But many other Twitter users either saw nothing wrong with the display or appreciated the tribute.
https://twitter.com/LadiVampKitti/status/774021159482302464
Hmm I don't seem to recall anyone else covering 9/11 this week. Shout out to @Walmart & @CocaCola for your support ❤ pic.twitter.com/1RI5xjfmiK
— Laneigh Pfalser (@laneighpfalser) September 8, 2016
A Walmart (WMT) spokesperson told the Orlando Weekly that Coca Cola (KO) generally comes up with display ideas, though the retailer gives the final approval. “We hold this moment in our country’s history in the highest regard, and there was nothing disrespectful intended by the display being assembled,” a Walmart spokesperson told Fortune. He added that the display was removed from the Florida store on Wednesday.
Coca-Cola apologized in a statement to Fortune: “This display was meant to honor local firefighters and to support their organization’s upcoming event. We sincerely apologize that anyone was offended or misunderstood its intent, and we have replaced the display.”
Coca Cola is not the only company with questionable 9/11-themed advertising. A San Antonio-Texas mattress store made a video spoofing the Twin Towers falling to advertise a “Twin Tower Sale,” according to Dallas News. The video has been removed from the company’s Facebook page with an apology.