Dunkin’ Donuts have been forced to apologise to Liverpool for making an alternative version of the club’s crest. Their attempt at mocking up the iconic crest swapped the Hillsborough eternal flames for milkshakes.
Dunkin’ Donuts are one of Liverpool’s official sponsors and launched a new LFC-themed promotion and made several changes to club's badge to create their own crest.
The American sponsor caused a lot upset for the Liverpool fans. with them taking to social media to voice their anger. The main issue for the Reds supporters was the fact that they replaced the Hillsborough eternal flames with milkshakes, the flames are a sign of remembrance for Liverpool fans and it is very important to their club.
The eternal flames signify the lasting memory of the Liverpool fans that lost their lives during the Hillsborough disaster, so it is understandable that so much offence was caused with the redesign.
The Dunkin’ Donuts version of the crest appeared in a tweet that has since been deleted, which said: “Love the LFC crest? Tweet us what you’d want on your personal crest and we might surprise you with your own!”
The Boston-based company, who claim to be Liverpool’s “official coffee, tea and bakery provider” made a few other changes to the crest including switching the “You’ll never walk alone” slogan to their own “America runs on Dunkin’”.
They also changed the colour of the entire crest to their brand colours of orange and pink as well as swapping the famous Shankly gates at the top of the crest with pictures of doughnuts and a cup of coffee.
Dunkin’ Donuts, who signed a multi-million pound sponsorship deal with the Reds at the start of 2014, had to release a statement apologising for their significant oversight.
As reported by the Liverpool Echo, they said: “We apologise for any insensitivity regarding our tweet supporting an LFC-themed promotion featuring the LFC crest.
"We apologise for any insensitivity regarding our tweet supporting an LFC-themed promotion featuring the LFC crest"
“As a proud partner of LFC, we did not intend any offence, particularly to the club’s supporters. We have removed the tweet and halted the campaign immediately.”