There is something sacred about it, though. This is not the sanctity that the ultra-nationalistic quasi-fascist crowd lends to it, but the due respect it deserves as a real and senseless tragedy.
Some things ought not to be appropriated in this way. Is it good and right to use imagery of genocides and wars to promote drinking water? Is it acceptable to exploit the drama of epidemics and pestilence to sell vitamin C? Is it effective advertisement
If it makes more money for the company than other advertisements they could have done instead, then it's good advertisement. Likely only the marketing departments of the companies in question have relevant data on the effectiveness of their advertising campaigns. If the ad is too offensive to too many people then it will backfire and will be quickly changed. If it's effective then it will stick around.