#BoycottKeurig began when Keurig tweeted that they would pull their ads from FOX new’s Sean Hannity Show after his questionable coverage on Republican candidate Roy Moore’s allegations of a sexual encounter with a 14-year-old girl.
I will never, ever, ever, never, ever, ever #BoycottKeurig. Did I say that enough times? It's a staple in our household and I'm really proud of them for taking a stand against men who ravage young girls.
— CivilizedDawn (@RockyMtnCivil) November 13, 2017
For this hashtag, there seemed to be more tweets with an opposing view rather than ones that were supporting the boycott. Considering there were many videos made of Keurig consumers destroying the product, I expected to see more tweets encouraging the boycott.
Just so it's clear. #Maga people are going to #BoycottKeurig because Keurig is taking a stand against pedophilia.
They are boycotting a company that is AGAINST pedophilia. This is who these people are.
— No Fascist USA (@NoFascist_USA) November 13, 2017
#BoycottKeurig Seriously? Your boycotting a Co. for reviling a pedophile and those who encourage it by not condemning it? James Wood's attitude is what kept this silent in HW as long as it was. It's shameful your making this political issue ¬ a moral one. Give Keurigs for xmas
— ProudCanadian (@ProudCanadian06) November 13, 2017
Those in support of the boycott seemed to completely ignore the Moore allegations and instead, made it a political issue– insinuating that the company was communist. Even in the tweet below, @Education4Libs said they want their coffee “without the politics” although this issue appears to be more moral than political based.
https://twitter.com/StefanMolyneux/status/929921913731862528
https://twitter.com/76rooster/status/929885067094011904
https://twitter.com/Education4Libs/status/929866531302883328
The opposing tweets for this hashtag did a great job of taking hold of the trend to spin it in their favor rather than for its created purpose. This is a great example of how quickly a hashtag can be revamped for a different audience.
I really liked this post Gabrielle! As an advertising major I always find it interesting when certain brands choose to take a stand on current events and issues but I had not heard of #BoycottKeurig. I agree with your analysis that those who were actually boycotting Keurig over this chose not to focus on why they pulled the ads and just used it as an excuse to say that Keurig should not voice their political opinions.