The hashtag #BoycottKeurig trended all throughout Sunday on Twitter as the Fox News host's fans expressed their support. Others went even further and shared videos of themselves destroying their Keurig coffee machines.
Others supported the move by Keurig, and some mocked Hannity supporters for throwing out costly machines they had already purchased.
The conservative firebrand has threatened to sue the Washington Post, which last week published accounts from three women who alleged encounters with Mr Moore decades ago when they were teenagers and he was in this 30s.
Hannity has also mounted a campaign against left-leaning media watchdog group Media Matters for America, which has been promoting that consumer brand boycott Hannity for supporting Moore following the allegations.
Critics of Hannity who took issue with his remarks - including one in which he argued that kissing between Moore, then 32, and a 14-year-old was "consensual" - and later applauded Keurig's decision to distance itself from his show.
It angered Keurig, along with Realtor.com, 23 and Me, Eloquii and Natures Bounty which have all stopped placing ads on the show.
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"While we continually strategize on where we advertise on and offline, we are not now, and will not be running TV ads on Hannity", the company wrote in a tweet, tagging Media Matters' Twitter handle to make sure the activists saw it. In particular, they're targeting Keurig, a company that produces home coffee makers.
Even if you take him at his word that he wasn't excusing the 14-year-old's claim as "consensual" - just the 16 to 18-year-olds' - it's still pretty heinous.
"Thank you for your concern and for bringing this to our attention", Keurig responded to one user.
'The allegations against Alabama Senate candidate Roy Moore are deeply troubling, ' said Colorado Sen. "And there's, I just, I don't know how you find out the truth".
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".
None of the five companies that pulled ads directly cited Hannity's coverage, but most of their statements were made in Twitter threads responding to complaints about the companies' relationship with the Fox host. But the sponsors seemed unlikely to return to "The O'Reilly Factor", the family of Rupert Murdoch, which controls Fox and 21st Century Fox, concluded.