A Subway store in the United States has caused a stir on social media after it erected an outdoor sign joking about the Titan submersible's implosion last month.
The message below Subway's illuminated sign on Highway 21 in Rincon, Georgia, reads, "Our subs don't implode", apparently in reference to the Titan.
Five people on board died after OceanGate's Titan sub imploded on June 18 while it was on a sightseeing trip to the wreck of the Titanic off Canada's eastern coast.
A huge international search and rescue operation was launched but was ultimately unsuccessful.
Online commenters had a mixed reaction to the store's marketing, some saying it was insensitive while others thought it was harmless.
"Not only is it distasteful, it's just sad. Do better," said Twitter user Amanda Butler along with a photo of the sign
"Fire the person responsible for this sign and do a corporate apology," another wrote.
"This is what we are doing now? Making fun of people who lost their lives," a third chimed in.
One Reddit user wasn't impressed, writing, "How could they sink so low?"
On the other hand, several commenters didn't see an issue.
"Marketing genius," one Twitter user wrote.
"People can't joke about ANYTHING these days. Everyone's so SOFT," said another.
A third reacted with, "I'd eat that sub with a PS3 controller in my hands."
Local media company WTOC fielded several messages from the public, with most saying it was distasteful.
"We have been in contact with the franchise about this matter and made it clear that this kind of comment has no place in our business," Subway's head office told Fox News
According to WTOC, a manager from the Subway in question had taken the sign down.
