Just as surely as Sept. 11 comes around once a year, we can also be sure that someone is going to exploit the anniversary of the attacks that happened that day with an ill-advised marketing gimmick. An early entrant to the marketing hall of shame this year is a Florida Walmart and its 9/11 “We Will Never Forget” American flag tribute — complete with the World Trade Center towers — made entirely out of Coca-Cola products.

The “what the heck were they thinking?” moment was captured by a shopper earlier this week who posted an image of the display on Twitter (h/t Business Insider). To add insult to injury, centered directly between the two towers is a “Rollback” sign promoting Coca-Cola 12 packs on sale for $3.33. Sigh:

People were displeased, to say the least, expressing their disgust with the display on Twitter.

https://twitter.com/erickabakoff/status/773237008084918272

https://twitter.com/NitroRad/status/773271561709162497

@tovangar2 sick. And not in a good way. — Mrrwraoh (@mrrwraoh) September 7, 2016

@Walmart This is ridiculous!! Take it down. — trena nauta (@trena_nauta) September 7, 2016

A Walmart spokesman told Orlando Weekly that the display was taken down. He added that Coca-Cola usually approaches Walmart with its ideas, and the company either approves or denies it. In this case, store management apparently approved this idea from Coca-Cola.

“We hold this moment in our country’s history in the highest regard, and there was nothing disrespectful intended by the display,” Walmart said in a followup statement.

Coca-Cola said the display was meant to honor local firefighters and promote an upcoming event for their organization. “We sincerely apologize that anyone was offended or misunderstood its intent, and we have replaced the display,” the company said.

Previously in bad 9/11-themed marketing ideas: Movie Execs Realize Promo With Exploding Buildings And A Sept. 11 Release Date Doesn’t Go Over Well; AT&T Apologizes For Reminding Customers It Sells Smartphones On 9/11; Golf Course’s $9.11 Promo For 9/11 Provides Yet Another Example Of A Marketing No-No