Coke tried to make the internet a happier place, ended up promoting Hitler instead.

Sugar got spiced and it was not very nice.

Who can take on the might of internet trolls? Who is big enough to effect social change in the online space? NO ONE. Because the only company with enough global impact to try, just got sucker-punched by the internet.

Last week Coca-Cola used the Superbowl to launch a charm offensive on trolling. Here it is:

Their marketing campaign “Make it Happy!” brightly encouraged Twitter users to mark negative tweets with the #MakeItHappy hashtag.

This enthusiastic idea used an automated program to turn hateful words that had been tagged into cute, arty images of dogs. And bananas. And other innocuous things.

HAPPINESS? On twitter? Clearly a foreign concept. And sure enough, within hours the website Gawker hijacked the idea.

They created a Twitter bot, @MeinCoke, which tweeted lines of Mein Kampf at the brand to see if it would turn Hitler’s autobiographical manifesto into art, too.

And good lordy lord, it did.

And now the #makeithappy hastag is gone. The campaign has been suspended. And the hateful words of Hitler are all over twitter.

Gawker are no doubt engaging in much backslapping over the prank, congratulating themselves on how clever they are.

But a spokesperson from Coke told Adweek the idea was to inspire people to make the internet a more positive place: “Building a bot that attempts to spread hate through #MakeItHappy is a perfect example of the pervasive online negativity Coca-Cola wanted to address with this campaign.”

MORE: Celebrities read the meanest tweets the internet can throw at them.

Even if you’re cynical about the marketing motivations of a multinational, there’s nothing funny or clever about this. To see a company’s attempts at positivity turned into a hatefest is exactly the type of thing they were trying to subvert.

And above all that, there’s really not much to laugh about when it comes to Hitler.