When you usually think of coffee, you think of places like Espresso where you can go, chill and consume your pick-me-up beverage. Chains of Espresso cafes have been around long enough for it to be an established name that rolls off the tips of tongues when people are in need of their coffee fix. The team at Espresso seems to know this too. And they’ve always used their wit to stay relevant and engage with their followers.

Remember the time their Shahbaz wali branch in Karachi faced a bit of a misfortune? And they handled it like pros:

However, this time around, their marketing tactics may have backfired due to the following post:

The post was met with immense backlash. Many saw this as an attempt to ridicule an incident that had taken place earlier this week. 

A child was the unfortunate victim of an accident at a political procession. Many saw this as a reference to that incident.

Crushing child brutally and calling it a sacrifice for democracy. Only PML N can do that??
SHAME ON #NawazSharif #NawazSharifREJECTED

— GoneNawazGone? (@cherophobiac) August 11, 2017

Pakistanis were absolutely furious

They called the post a “disgusting attempt at a joke”

The meme didn’t sit well with people at all

Some called out the team for being insensitive to the pain of those who had lost their child

Others straight up dragged BMW into the matter

The marketing team was labeled ‘sick’ for this post

Some called it out as bad advertising

And others suggested that Espresso should change their tagline

However, some stepped in to offer other explanations pertaining to the post

And some told people to calm down, pointing out how their anger may be misdirected

Espresso stepped in as well and offered an explanation for the post

The entire incident seems to have sparked an outrage and has left Espresso giving constant justifications. Let us hope that their aim was not to mock something as serious as the horrifying accident. What is your take on this? Let us know in the comments below.