Coca-Cola acquired large backlash from Russian residents when it posted a promotional branded picture made to seem like a map of Russia — which overlooked Crimea. In response, many shoppers took to Twitter to put up pictures of themselved pouring Coke into their bathrooms, leaving a trending impression.

Then, in response to the backlash, Coca-Cola revealed an up to date map that included Crimea — which was promptly bombarded by outcries from Ukrainian residents, due to tensions ensuing from Russia’s annexation of Crimea in 2014.

Lesson discovered: Don’t publish unique content material that’s inaccurate, and has the potential to be extremely (and globally) controversial.