I could be wrong here but I thought the majority of people like products, not companies. I happen to like Gmail and a lot of Apple products, but that has no bearing on whether I like the company or not. I buy Green & Black's butterscotch chocolate because I like it, but that has absolutely no correlation with how I feel about Kraft as a company.
Maybe that's not the ethical approach to take, but you're going against consumer culture there.
I like Disney. I like BMW. I like Ferrari. I like the Red Cross. I love Apple. I hate Enron.
Maybe it's just me, but seems like most people do have a like/love/hate relationship with companies, not just their products.