Summary of “Pizza Is Partisan, and Advertisers Are Still Adjusting”

The backlash against Keurig stemmed from a tweet by the company saying that it would pull ads from Mr. Hannity’s program after the host seemed to justify Mr. Moore’s reported conduct involving teenage girls by calling one of the encounters “Consensual.” Mr. Hannity later said he “Misspoke” though went on to discuss the possibility of Mr. Moore’s accusers lying for money or political purposes.
Keurig’s chief executive stood by the company’s decision in an email to employees, but said that sharing the information in a tweet was “Done outside of company protocols,” and apologized for any negativity that employees endured from the “Appearance of ‘taking sides.'” As the Keurig situation unfolded, some brands like Realtor.com and Volvo Car USA deleted tweets that said the companies were pulling ads from the show.
Mike Proulx, chief digital officer of the ad agency Hill Holliday, said that companies have faced boycott threats for “As long as brands have existed.” While social media now enables consumers “To express their thoughts and opinions instantly, openly and publicly,” that doesn’t necessarily mean the amount of conflict is unprecedented, he said.
An article in The New York Times in 1963 reported that companies like Procter & Gamble and Colgate-Palmolive were casting more African-Americans in their ads because they feared losing business from potential boycotts.
Still, one company received more than 2,000 letters protesting such casting.
As recently as 2004, companies like Lowe’s dropped ads from “Desperate Housewives” because it was viewed as too racy.
Papa John’s found itself in unpleasant territory after John Schnatter, the chief executive, said on an earnings call that the N.F.L. hurt his company’s sales by “Not resolving the current debacle” with players who refuse to stand for the national anthem.
The situation escalated when a white supremacist website decided to endorse Papa John’s for the comments – similar to the one that the shoe company New Balance found itself in a year ago, when a company official said that “We feel things are going to move in the right direction” under Mr. Trump.

The orginal article.