Keurig Boycott

Keurig Boycott

Part of a series on Roy Moore Sexual Misconduct Allegations. [View Related Entries]

Updated Nov 13, 2017 at 12:07PM EST by Adam.

Added Nov 13, 2017 at 10:58AM EST by Adam.

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Keurig Boycott refers to an online campaign against the coffeemaker company Keurig after the brand withdrew advertisements from the Fox News show Hannity in response to host Sean Hannity's speculated that sexual misconduct allegations against Alabama district attorney Roy Moore could be politically motivated.


On November 11th, 2017, Keurig responded to a complaint from Twitter user @dtcav about their ads running during Hannity after Hannity defended Roy Moore from allegations that he had inappropriate sexual contact with a 14-year old when he was 32. Keurig[1] stated that they worked with their media partner to have their ads stop running during the show (shown below).

Keurig @Keurig Follow Replying to @dtcav Donna, 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 3:41 PM-11 Nov 2017


After Keurig's tweet, conservatives responded by stating they would boycott Keurig products with the hashtag "#BoycottKeurig." Twitter user @pink_about_it[2] used the hashtag in a tweet that gained over 1,100 retweets (shown below, left). Twitter user @trumpwrongworld[3] tweeted that they were boycotting Keurig and the NFL following that organization's response to #TakeAKnee (shown below, right).

PinkAboutlt @Pink_About_it Follow Keurig, like the #NFL had forgotten who funds capitalism That's right, middle class people who ACTUALLY work. Let's give Them a Christmas they'll never forget. #Boycottkeurig Trump Wrong World @trumpwrongworld Follow ) Liberal anti Trump companies like Keurig and the NFL do not understand that Trump voters are hard working and have all the cash $ #boycottkeurig #boycottNFL #MAGA

Additionally, conservatives on Twitter took videos of themselves destroying their Keurig machines. For example, user @ColumbiaBugle tossed his machine off a balcony, gaining 2,700 retweets (shown below, top). User @AngeloJohnGage parodied a scene from the film Office Space as he destroyed his Keurig machine with a hammer, gaining 6,600 retweets and 11,000 likes (shown below, bottom).

"Trigger the Libs" Jokes

The boycott and videos conservatives took of themselves destroying their Keurig products led people on the left to joke about the events with Trigger the Libs jokes. Twitter user @UweBollocks[4] joked that the entire protest was a result of people being angry with Keurig's stance against pedophilia (shown below, left). Twitter user @pattymo[5] listed several ways conservatives intended to "own Sicko Libs," including smashing Keurig products and "vocally backing an accused child predator running for Senate," gaining over 370 retweets and 2,400 likes (shown below, right).

I will never stop posting the bologn... @UweBollocks Following Someone asked me to explain why they're mad at Keurig and it's so much funnier whern you break it down I will never stop posting the bologna cake @UweBollocks Replying to @JaredGonia Because Keurig stopped advertising on Hannity after he said it was OK to fuck children Patrick Monahan @pattymo Following Fully owning Sicko Libs by: 1) vocally backing an accused child predator running for Senate 2) smashing my Keurig 3) never watching the NFL again 3:32 PM -12 Nov 2017 372 Retweets 2,455 Likes 22 372 2.5K Tweet your reply Patrick Monahan Φ @pattymo 21 h Replying to @pattymo 4) being constantly on the verge of diarrhea from only eating Papa John's 5) buying Starbucks, but making them write "Trump" or "Merry Christmas" on the cup 24 102 909

The boycott and its response was covered by The Daily Dot,[6] USA Today,[7] New York Times,[8] and many more.

Keurig Response

On November 13th, Twitter user @ErikWemple[9] tweeted an excerpt of a memo Keurig CEO Bob Gamgort sent to Keurig employees regarding the business. In the memo, he mentioned that while it was customary to "pause" running ads with a program in a situation such as this, the decision to announce the pause on Twitter was outside of protocol (shown below).

In most situations such as this one, we would "pause" our advertising on that particular program and reevaluate our go-forward strategy at a later date. That represents a prudent "business as usual" decision for us, as the protection of our brand is our foremost concern. However, the decision to publicly communicate our programming decision via our Twitter account was highly unusual. 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. I want you to know the decision to communicate our short-term media actions o Twitter was done outside of company protocols. 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. Our company and brand reputations are too valuable to be put at risk in this manner The nature of social media and the internet news environment is that stories like this explode, and generally do not disappear quickly. Given the circumstances, we wanted to reach out and communicate with you directly so you understood our position and the protocols we have in place. I apologize for any negativity that you have experienced as a result of this situation and assure you that we will learn and improve going forward. As we all know, the external environment is changing rapidly. We need to dial-up our speed and responsiveness to stay ahead of these developments and we will

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