Conservatives have called for yet another frivolous boycott that they will likely come to regret; this time, it's against the Keurig Green Mountain brand coffee machines.
The controversy unfolded when Fox News host Sean Hannity faced backlash for supporting Roy Moore, the Alabama GOP Senate candidate who was accused of sexual misconduct with teenage girls in the 1970s.
Several angry viewers called on sponsors of Hannity's show to pull their advertisements as a means of denouncing his defense of an alleged pedophile. Keurig is one of a handful of sponsors that obliged and announced via Twitter that the company would "pause" its advertising with Hannity's show.
Angelo, thank you for your concern and for bringing this to our attention. We worked with our media partner and FOX news to stop our ad from airing during the Sean Hannity Show.— Keurig (@Keurig) November 11, 2017
Sean, thank you for your concern and for bringing this to our attention. We worked with our media partner and FOX news to stop our ad from airing during the Sean Hannity Show.— Keurig (@Keurig) November 11, 2017
As one might expect, this decision infuriated conservatives, who came out in droves on social media to back Hannity, claiming Keurig's move was just to appease liberals. To show their disappointment with Keurig, people began destroying their machines and sharing videos and pictures of them doing so under the trending hashtag "Boycott Keurig."
KEURIG DOWN! 😂🤣😂 E-tool won & completely destroyed cut in half my home Keurig K475👇🏻 all Keurig related products purged & in garbage can 👇🏻will not buy your products! Tomorrow will throw Keurig & all products at my office in garbage! 😂🤣😂 .@seanhannity #BoycottKeurig pic.twitter.com/XjrTqbJTSI— William B. (@willbarrett_1) November 12, 2017
The drastic criticism prompted Keurig to issue a statement in which they apologized for "taking sides" in pulling their ads.
Keurig CEO Bob Gamgort admitted the decision was "highly unusual" and "outside of company protocols," according to Business Insider.
"This gave the appearance of 'taking sides' in an emotionally charged debate that escalated on Twitter and beyond over the weekend, which was not our intent," Gamgort reportedly wrote in a memo to employees.
He added: "Clearly, this is an unacceptable situation that requires an overhaul of our issues response and external communications policies and the introduction of safeguards to ensure this never happens again. ... The nature of social media and the internet news environment is that stories like this explode, and generally do not disappear quickly."
The response to Keurig seems awfully dramatic, particularly considering Realtor.com, 23 and Me, Eloquii and Nature's Bounty also pulled their ads from the show and the reaction hasn't been as aggressive. Additionally, the only point these people have made is that they, along with Hannity, sympathize with an accused pedophile, which only makes themselves look bad, not Keurig.
In any case, the joke is on them if they destroyed their Keurigs without replacing them first and woke up Monday morning wishing they had a freshly brewed cup of joe.