ZzzQuil Gets Awkward With MLK Day Tweet Sleep aid's holiday post leads to a rough morning

In yet another example of why brands might just want to sit out serious events instead of posting "topical" social media updates, sleep aid ZzzQuil is being hammered on Twitter today for a post about Martin Luther King Jr. Day.

The tweet wasn't patently offensive, to be sure, but it was definitely an awkward brand connection: "Today is the day for dreaming. Happy MLK Day."

As you can see below, the social media backlash began quickly, especially after being mocked by comedian Tim Heidecker. The brand account has tried defending the post, telling one critic, "Yikes, I gather you disagree with brands posting on such a significant day. No disrespect was intended."

Check out more reactions below.

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