Dumb in so many ways:
Keurig found itself in the midst of a brewing controversy after it removed its advertising from Hannity in response to the Fox News host's comments that Senate candidate Roy Moore — accused of sexual misconduct with teen girls — should be given the benefit of the doubt.
Met with calls to dump its advertising from the highly-rated show, Keurig and a handful of other retail companies over the weekend quickly responded on Twitter that they would. But fans of Hannity responded with their own #KeurigBoycott, featuring fans destroying their coffee machines.
By Monday, the maker of coffee machines and disposable flavor pods was trying to back out of the social media storm.
A memo to Keurig Green Mountain employees from CEO Bob Gamgort, obtained by The Washington Post, said the Waterbury, Vermont company did not mean to appear as if it was "taking sides" in what had already been a heated cultural discussion about Moore. The company’s move to make its announcement on Twitter “was done outside of company protocols,” he said in memo to employees Monday.
It's either worth advertising on Hannity or it isn't. The only appropriate response to an online mob is for a company like Keurig to say "we'll review the matter" and say no more. Go ahead and pull the advertising if it makes sense, but the ostentatious displays of piety aren't useful or very smart.