Poland Spring Reacts to Rubio’s Thirst

Marco Rubio’s thirst and subsequent dive for Poland Spring during his response to President Obama’s State of the Union sent social media into a tizzy. Poland Spring became a trending term on Twitter and memes popped up almost immediately.

Less than 24 hours after Rubio quenched his thirst, Poland Spring responded via Facebook. The company posted this photo with the caption, “Reflecting on our cameo. What a night!”


While the post garnered a thumbs-up from fans and spurred additional conversation online and off, Poland Spring is facing some criticism that it did not respond quick enough to truly leverage this moment in time.  Citing Oreo during the Super Bowl as a case study, social experts argue that Poland Spring should have responded in minutes versus hours.

Why I’m Curious:

While real-time marketing is nothing new, it seems that every brand is now expected to respond creatively and immediately to every relevant event. If this trend continues, either teams and clients will have to be “on call” during national events or brands will have to allow their agencies to capitalize on these real-time opportunities without the red tape.

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