DIY chain Homebase deletes 'tasteless' Prince tweet

UK DIY store chain Homebase has been accused of bad taste for publishing a promotional tweet for the brand that contained #RIPPRINCE.

News of Prince’s death yesterday led to a huge amount of comment on social media, many accompanied by #Prince, #RIPPrince or #PrinceRIP.

Homebase’s customer service team published this tweet this morning:

The tweet was later deleted after it was heavily criticised for exploiting the singer and musician’s death for its own marketing purposes:

Others, including senior PR industry figures, had a more mocking response:

PRWeek contacted Homebase for comment but received no reply at the time of publication - although it has since told the Mirror: "We sincerely apologise for any offence this has caused." The tweet had been deleted within two hours of it being posted.

In the US, cereal brand Cheerios and food company Hamburger Helper have also deleted their 'tributes' to Prince after coming in for criticism.

Writing for PRWeek earlier this year after the passing of David Bowie, actor Alan Rickman and Motorhead frontman Lemmy, Richard Stagg gave a satirical perspective on brands exploiting celebrity deaths for their own gain.

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