Boycotts, backlashes and Russian bots: Keurig crisis highlights challenge for brands in politically partisan times
It has been a particularly tumultuous week for coffee maker Keurig, with the hashtag #BoycottKeurig trending on social media following the company’s public declaration that it was pulling advertising linked to a right-wing news pundit. As one expert tells World Trademark Review, the week’s events highlight the challenge that brands face at a time when partisan tensions are at an all-time high.
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