Keurig not ready to pick a side on Roy Moore’s alleged child abuse

Love those tiny plastic cups of coffee that are killing the Earth or hate ‘em, Keurig made an unintentional political statement over the weekend when the company announced that it would be pulling its ads from Sean Hannity’s show after the Fox News clod created a radio safe space for slimy Alabama Senate candidate Roy Moore to play the victim card. When Hannity’s fellow pedophile apologist listeners caught wind of the news, they began demolishing their pricey coffee machines in protest. (Which might make a point if they hadn’t already paid for those machines.) But, as The Washington Post reported, an all-company email to Keurig employees from CEO Bob Gamgort made it clear that the decision to pull their ads wasn’t made out of disgust or anything like it:

The catalyst for the current situation was commentary made by Sean Hannity on his TV and radio programs last week, which sparked a significant number of consumer complaints directed to us as advertisers on his TV program. Hannity himself later apologized for his comments in his own tweet: “As I said on TV tonight, I apologize when I misspoke and was not totally clear earlier today.”

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 on 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.

To be clear: the “unacceptable situation” that Gamgort is referring to is the decision to tweet about the company’s decision to pull their ads (at least temporarily) — not a creepy 30-something putting the moves on a teen. After all, the company and its brand’s reputations “are too valuable to be put at risk” in decrying pedophilia. Which is something to think about while you savor this morning’s mediocre cup of plastic-scented joe.

[Photo: AP]