By Tony Connelly

General Mills’ Cheerios brand has suffered an embarrassing PR fail after its social media tribute to Prince was branded as ‘shameless’.

The death of 57 year-old icon understandably shocked and saddened the world this week and, as has increasingly become the case these days, a number of brands attempted to place themselves within the social media conversation paying tribute the music legend.

Cheerios however completely missed the mark with its Prince tribute on Twitter. The General Mills-owned cereal brand posted a tweet of a purple banner reading “Rest in peace”–with a Cheerio dotting the i.