Yesterday Apple rolled out an iOS update that included racially diverse emojis much to the delight of the digital masses. Clorox thought it was a prime opportunity to “contribute to the conversation” as brands now seem wont to do. So Clorox tweeted the image above and, not surprisingly, it didn’t end well.

All hell broke loose as people accused the brand of insinuating that all races/emojis should be bleached white. Clorox defended itself for a time but eventually deleted the offensive tweet and issued the requisite mea culpa.

To be fair, we don’t think Clorox meant to offend anyone. But as more and more brands have set sail on the S.S. Real-time Marketing, social media has developed a taste for brand blood. And this kind of thing just chums the water.