Speak up! On social media, silence is rarely golden., 02.28.2013

In the constant struggle for influence, many brands dream of having their time in the social media spotlight. Two weeks ago, Poland Spring missed a golden opportunity to capitalize on a fortuitous situation with their decision to ignore a place where millions of conversations happen every day. Following President Obama’s 2013 State of the Union address, U.S. Senator Marco Rubio’s sip from a tiny bottle of Poland Spring water turned his Republican rebuttal into an immediate viral storm. The sip seen around the world quickly sparked a #watergate hashtag, a Lil’ John remix and innumerable GIFs. It got our PR brains churning: How was Poland Spring going to respond to one of the greatest spontaneous self-promotion opportunities of all time? read more »