Oh dear - KLM is well known for leading the way with its use of social media, but its enthusiasm has perhaps gone a little awry for once.
Over the weekend, Netherlands won a match in the last 16 of the World Cup, beating Mexico 2-1 with a late and controversial goal.
Shortly after the final whistle, KLM posted a tweet that said "Adios Amigos", along with a picture that carried a "Departures" sign and a graphic of a figure with sombrero and moustache.
Perhaps, the airline was expecting an Oreo-Super Bowl moment with the tweet. But, many people in social media thought otherwise, accusing the carrier of racism.
Notable Mexican actor, Gael Garcia Bernal, tweeted with a strong reply:
[caption id="attachment_145479" align="aligncenter" width="550"]
Source: Time.com[/caption]
He later deleted the tweet and sent an apology, but still highlighted the bad timing of KLM's tweet.
KLM, which deleted the original tweet, says:
"We realize that our posts on Twitter and Facebook following the match triggered many emotional replies. We emphasize that it was never our intention to hurt anyone's feelings.
"In the best of sportsmanship, KLM apologizes to those who feel offended. In respect of the many reactions we received we decided to remove the posts."
In a tongue-in-cheek response to the Dutch carrier, Mexican airline Aero Mexicotweeted an "Arrivals" picture and a message of its own:
'Thanks for this World Cup, we are proud and waiting for you back home."
Just over a week ago, Delta Airlines was also caught in social media storm during the World Cup when it posted a tweet that also stereotyped the losing nation of a match (in that case, Ghana, following its defeat to the US).