Poland Spring Botches Marco Rubio's State Of The Union Product Placement Meme

The great GOP hopeful took an awkward sip of water, before tweeting the bottle. But where was Poland Spring's social media response? Down the pub?

A missed opportunity by Poland Spring to capitalize on a product placement-slash-marketing opportunity-slash solid-gold-meme during TV coverage of President Obama's State Of The Union address is a social-media lesson to all companies everywhere. Social media is important, we all know that. And speed and creativity count, too, as Tide and Oreo can tell you, based on their Super Bowl blackout moments. But you gotta do it right. Sheesh.



Last night, during the Republican Response to President Obama's address, GOP hopeful Marco Rubio took a slightly awkward sip of water (see video below). Nothing odd about that, although there was something a bit klutzy, a bit awkward, about the way he did it. Twitter filled up with comments--as it does, for that is its way. And then the senator posted a photo of the bottle on his Twitter feed. (Note to Sen. Rubio, perhaps one of these would have been a better message vis-a-vis climate change.) Well, this was the Twitter equivalent of catnip. But the Poland Spring Twitter page? Nothing. Not a drop of anything--actually, there hasn't been a drop of anything since July 26, 2010, as CNET helpfully pointed out. The same went for its Facebook page, with people helpfully pointing out that here was the best--no, the best--advertising opportunity for Poland Spring, and why weren't they capitalizing on it? And then, my friends, came the good-humored backlash



Don't mention Oreos. No, don't. Please. To the sound of tumbleweeds blowing across the lonely Poland Spring social media landscape, tweeps tweeted. And Viners vined. The whole thing trended on Twitter. Poland Spring trended, but it was all for nothing, because this morning? It's all about #rubio, #rubiowater and the #SOTU.



[Image via Marco Rubio's Twitter feed--not Poland Spring's :-(]

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2 Comments

  • Michael E. Rubin

    Folks, it's all too easy too easy to criticize from the sidelines. I'm not convinced that Poland Spring NEEDED to capitalize on the moment.

    What would it have accomplished? Would it have sold more bottles of water? Doubtful. Would it have made the brand look "cool" and "with it"? Perhaps. But then again, it may have also come off crass and opportunistic. 

    "Clueless" is the height of criticism from the self-described experts and gurus. We'd all benefit from each other if we stopped being so smug and actually focused on what companies/people did right.

    At your service,
    Michael E. Rubin

  • Harkonnen

    And at your service, sir. Had Poland Spring dusted off any of its social media tools it could have started a conversation about the brand which would lead to people actually buying more water since a brand's connection to the customer is what changes behavior.