The Breakdown - Keurig & 'Hannity'

Did Keurig Green Mountain, Inc. really not intend to make a political statement by pulling advertising from a conservative television show? The hashtag #BoycottKeurig was a trending Twitter topic on Monday, but not because of bad coffee.

This is not the first time that people on the internet have ruined their own stuff to spite someone else. Remember when some people burned their Make America Great Again caps because President Donald Trump was not "draining the swamp" fast enough?

People are now smashing their Keurig brand coffee machines because the company pulled its commercials from the "Hannity" show, following host Sean Hannity's interview with Senate candidate Roy Moore. Critics believed Hannity was too soft on Moore, who is accused of sexually assaulting teens, so they listed out advertisers and called for boycotts.     

This is a phenomenon now. There are websites that maintain lists of advertisers for controversial shows.

An internal memo from the chief executive officer of Keurig Green Mountain, Inc. shows him telling staff that, "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." He also calls the matter "an unacceptable situation that requires an overhaul of our issues response and external communications policies and the introduction of safeguards to ensure this never happen again." 

"Our company and brand reputations are too valuable to be put at risk in this manner." added the CEO.

Meanwhile, the company just sold 500 new units...to Hannity, who says he will give them away to anyone with the best videos of themselves smashing their units.

Keurig is getting major media attention and someone is buying replacements so these people will keep their K-Cup consumption going. Who actually loses in this scenario?


NEW YORK (AP) - Supporters of conservative host Sean Hannity's Fox News Channel show are responding to a decision by Keurig to stop advertising on the show by smashing Keurig coffee makers.

The company announced Saturday it had pulled advertising from "Hannity" after several Twitter users questioned the company's support for the host, citing Hannity's coverage of sexual misconduct allegations against Republican U.S. Senate candidate Roy Moore of Alabama. Moore is accused of having sexual contact with a 14-year-old girl four decades ago when he was in his 30s.

It's unclear when Keurig stopped advertising on "Hannity." The Waterbury, Vermont, company didn't respond to a request for further comment Monday.

The move prompted several people to destroy Keurig products in protest and post videos to social media. Blogger Angelo John Gage promoted what he called the "Keurig Smash Challenge" while posting a video of himself taking a hammer to his brewer.

Another user posted a video of a Keurig brewer being tossed to the ground from the second story of a building. Hannity commented "love it" while retweeting one video of a man teeing off on a coffee maker with a golf club.

Liberal media watchdog group Media Matters for America has been putting public pressure on Hannity's advertisers for months. The group's president, Angelo Carusone, told The Associated Press it again called for companies to stop supporting Hannity's program after the Moore allegations came to light Thursday in a Washington Post story.

Carusone said that while he feels bad for Keurig, Hannity's encouragement of the protest against the company "demonstrates to other advertisers to run for the hills."

Several other brands, including DNA testing company 23 and Me , women's clothing label ELOQUII , food delivery service Hello Fresh and natural supplement maker Nature's Bounty also said they don't advertise on "Hannity."

Nature's Bounty said it hasn't advertised on the show since the summer but declined to give a reason. Hello Fresh said it last advertised on "Hannity" in August and added that it doesn't advertise on certain shows "for a variety of reasons." It's unclear if 23 and Me and ELOQUII previously advertised on "Hannity," and the companies didn't immediately return requests for comment.

Realtor.com posted on Twitter on Saturday that it doesn't run ads on "Hannity" and wouldn't do so in the future. That tweet was later deleted, and the company posted a statement on its website Sunday stating it would "continue to place ads across a broad range of networks, including Fox News and its top shows."

Realtor.com declined comment on the reason for the change.

Realtor.com is owned by News Corp. Fox News is owned by 21st Century Fox. Rupert Murdoch is executive chairman of both companies.

Fox News didn't immediately return a request for comment Monday.

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