MyTropika, the fruit drink brand which is the sponsor of the show, drew followers' attention on Twitter today to its "killer giveaway".
Reeva Steenkamp was killed and died a violent death after being shot on Thursday in the home of the Olympic and paralympic athlete Oscar Pistorius.
SABC1 and Stimulii which produced the commercial programme Tropika Island of Treasure 5 refused to cancel the advertiser-funded production (AFP) on South Africa's public broadcaster or at least postpone the show.
The funeral, cremation and memorial service of Reeva Steenkamp who was shot in the head is set to take place on Tuesday in Port Elizabeth.
A spokesperson for Tropika could not be reached on Saturday about the tweet and the decision to use words like "killer giveaway. The choice of words in Tropika's commercial marketing campaign - "killer giveaway" - comes across as highly insensitive and totally inappropriate given the events and circumstances of the past few days.
SABC1 and Stimulii say in statements Tropika Island of Treasure 5 is going ahead to honour Reeva Steenkamp and as a tribute to her legacy.
ALSO READ: SABC 1 flashes 3 tribute cards on-air to Reeva Steenkamp, the shot and killed model reality contestant in Tropika Island of Treasure 5.
ALSO READ: Reeva Steenkamp on Tropika Island of Treasure 5: "I don't have any regrets and I don't have any bitterness."
ALSO READ: Tropika Island of Treasure 5 on SABC1 becomes the first South African TV show ever to get extensive coverage on E! News.
ALSO READ: Analysis: Rest in Peace? Not for Reeva Steenkamp as SABC1 and Stimulii will show the dead model on TV as they decided to go ahead with broadcasting the reality show.
