Keurig said on Twitter that it would no longer advertise on Hannity's show.
Many on the right subsequently called for Hannity's supporters to boycott Keurig. On Sunday, some people went as far as posting videos of themselves smashing their Keurig coffee machines.
In a memo to employees on Monday, obtained by The Washington Post's Erik Wemple, CEO Bob Gamgort called Keurig's decision to explain its plan to "pause" its advertising with Hannity's show "highly unusual" and "outside of company protocols."
"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," Gamgort wrote.