Dunkin' Donuts apologise to Liverpool after altering club's crest to include milkshakes

What were you thinking, Dunkin' Donuts?

Dunkin' Donuts, an official sponsor of Liverpool, issued an apology Thursday after upsetting the club's supporters by altering their crest to include milkshakes instead of the Hillsborough eternal flames.

The flames were added to the badge in 1993 as a tribute to the 96 people killed in the 1989 Hillsborough disaster.

The alteration also included replacing the Shankly Gates with doughnuts and a coffee, as well as the slogan "You'll Never Walk Alone" being substituted with "America Runs on Dunkin.'" 

Dunkin' Donuts published a since-deleted tweet reading: "Love the LFC crest? Tweet us what you'd want on your personal crest and we might surprise you with your own!"

"We apologize for any insensitivity regarding our tweet supporting an LFC-themed promotion featuring the LFC crest," Dunkin' Donuts wrote in a statement published by the Liverpool Echo. "As a proud partner of LFC, we did not intend any offense, particularly to the Club's supporters. We have removed the tweet and halted the campaign immediately."

- With h/t to the Guardian