Dive Summary:

• The day after Sen. Marco Rubio attracted viral attention for gulping water in the middle of his reponse to President Obama's State of the Union speech, Poland Spring posted an image in acknowledgement on its official Facebook page.
• John Bonini, a content marketing manager at Impact Branding & Design, tells MarketWatch that the move proved to be too little too late, whereas a more concerted effort to capitalize on the Tuesday night attention along the lines of what Oreo did during the Super Bowl might have resulted in as much as $3 million in additional sales.
• Poland Spring's Twitter account, meanwhile, has been dormant since 2010.

From the article:

By failing to capitalize on the widely watched and even more widely tweeted moment during the Republican senator’s response to the president’s State of the Union address, the beverage giant blew the chance for the equivalent of a free Super Bowl ad, says John Bonini, content marketing manager of Impact Branding & Design. Not until around lunchtime on Wednesday did Poland Spring’s Facebook account post a picture of Poland Spring on a dressing-room vanity table with the caption: “Reflecting on our cameo. What a night!” ...