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#Watergate: Poland Spring Finally Responds To Marco Rubio's Awkward Sip

Finally! Poland Spring Responds To Rubio Meme
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Product Marketing, Singular

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Finally! After a dry spell of more than half a day, Poland Spring responded to Marco Rubio's now-legendary, unofficial product placement following Tuesday's State of the Union Speech.

The Republican Florida senator’s awkward sip from a tiny Poland Spring bottle midway through his Republican rebuttal address set Twitter alight Tuesday night. Within the hour, #watergate was trending, a Lil’ John remix was in the works, and Rubio himself had even tweeted out a photo of the bottle:

#GOPResponse #SOTU #gop #tcot twitter.com/marcorubio/sta…

— Marco Rubio (@marcorubio) February 13, 2013

On ABC’s “Good Morning America” Wednesday, Rubio explained: “I needed water. What are you going to do? God has a funny way of reminding us we’re human.”

Yet until 1:20 p.m. EST, Poland Spring was nowhere to be found. “I haven’t seen what’s going on on Twitter,” a company spokeswoman told The Huffington Post Wednesday morning.

Finally, more than 14 hours after Rubio’s sip -- or roughly 14 years in social media time -- Poland Spring released an image on Facebook of a tiny Poland Spring bottle staring at itself in a vanity mirror with the message: “Reflecting on our cameo. What a night!”

Here it is:

Poland Spring’s Twitter remained silent.

“That Facebook post was definitely forced,” said Nihal Mehta, CEO of LocalResponse, which helps brands create online advertising based on social media signals. “Poland Spring was clearly getting hit with a bunch of phone calls and emails about their lack of a response, so they had someone whip up that image.”

“We take it for granted that every brand is social, but in fact there are many that have no social media interest or expertise,” Mehta added.

Poland Spring’s failure to seize on the Rubio meme stands in stark contrast to corporate social media wins that took place during this year's Super Bowl. After a blackout plunged the game into darkness, Oreo and Tide immediately took to Twitter posting whimsical ads tied to the incident. The tweets earned both brands widespread attention during the 34-minute delay.

“This should come as a wake-up call for Poland Spring,” said Mehta, adding that other beverage brands would be wise to swoop in now and capitalize on #watergate.

“If I were Vitamin Water right now, I would be tweeting at Rubio and creating a whole campaign for the senator saying, ‘Hey Rubio, you should use us and you won’t get thirsty next time in the middle of your rebuttal.'”

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State Of The Union 2013
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President Barack Obama gives his State of the Union address during a joint session of Congress on Capitol Hill in Washington, Tuesday Feb. 12, 2013. (AP Photo/Charles Dharapak, Pool) (credit:AP)
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Vice President Joe Biden applauds as President Barack Obama gives his State of the Union address during a joint session of Congress on Capitol Hill in Washington, Tuesday Feb. 12, 2013. House Speaker John Boehner of Ohio sits at right. (AP Photo/Charles Dharapak, Pool) (credit:AP)
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President Barack Obama gives his State of the Union address during a joint session of Congress on Capitol Hill in Washington, Tuesday Feb. 12, 2013. (AP Photo/J. Scott Applewhite) (credit:AP)
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President Barack Obama, flanked by Vice President Joe Biden and House Speaker John Boehner of Ohio, gestures as he gives his State of the Union address during a joint session of Congress on Capitol Hill in Washington, Tuesday Feb. 12, 2013. (AP Photo/Charles Dharapak, Pool) (credit:AP)
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Carolyn Murray wipes her eye as she holds a photo of her son Justin during President Barack Obama' State of the Union address during a joint session of Congress on Capitol Hill in Washington, Tuesday Feb. 12, 2013. Murray was shot and killed in Evanston, Ill. Nov. 29, 2012. (AP Photo/Pablo Martinez Monsivais) (credit:AP)
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House Speaker John Boehner of Ohio listens at right as President Barack Obama gives his State of the Union address during a joint session of Congress on Capitol Hill in Washington, Tuesday Feb. 12, 2013. (AP Photo/Charles Dharapak, Pool) (credit:AP)
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First lady Michelle Obama is applauded before President Barck Obama's State of the Union address during a joint session of Congress on Capitol Hill in Washington, Tuesday Feb. 12, 2013. Front row, from left are, Sgt. Sheena Adms, Nathaniel Pendleton, Cleopatra Cowley-Pendleton, Mrs, Obama, Menchu de Luna Sanchez and Jill Biden. Second row, third from left are, Oregon Gov. John Kitzhaber, Deb Carey and Apple CEO Tim Cook Amanda McMillian, Lt. Brian Murphy, (AP Photo/Pablo Martinez Monsivais) (credit:AP)
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President Barack Obama, flanked by Vice President Joe Biden and House Speaker John Boehner of Ohio, gestures as he gives his State of the Union address during a joint session of Congress on Capitol Hill in Washington, Tuesday Feb. 12, 2013. (AP Photo/Charles Dharapak, Pool) (credit:AP)
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First lady Michelle Obama stands with Cleopatra Cowley-Pendelton before President Barack Obama's State of the Union address during a joint session of Congress on Capitol Hill in Washington, Tuesday Feb. 12, 2013. (AP Photo/Pablo Martinez Monsivais) (credit:AP)
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President Barack Obama, flanked by Vice President Joe Biden and House Speaker John Boehner of Ohio, gestures as State of the Union address during a jointhe gives his session of Congress on Capitol Hill in Washington, Tuesday Feb. 12, 2013. (AP Photo/Charles Dharapak, Pool) (credit:AP)
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Secretary of State John Kerry applauds as President Barack Obama gives his State of the Union address during a joint session of Congress on Capitol Hill in Washington, Tuesday Feb. 12, 2013. Vice President Joe Biden is at left, House Speaker John Boehner of Ohio is second from right. (AP Photo/Charles Dharapak, Pool) (credit:AP)
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President Barack Obama gestures while giving his State of the Union address during a joint session of Congress on Capitol Hill in Washington, Tuesday Feb. 12, 2013. (AP Photo/Pablo Martinez Monsivais) (credit:AP)
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Former Arizona Rep. Gabrielle Giffords and her husband Mark Kelly watch President Barack Obama's State of the Union address during a joint session of Congress on Capitol Hill in Washington, Tuesday Feb. 12, 2013. (AP Photo/Pablo Martinez Monsivais) (credit:AP)
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President Barack Obama gives his State of the Union address during a joint session of Congress on Capitol Hill in Washington, Tuesday Feb. 12, 2013. (AP Photo/Charles Dharapak, Pool) (credit:AP)
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House Minority Leader Nancy Pelosi of Calif. applauds during President Barack Obama's State of the Union address during a joint session of Congress on Capitol Hill in Washington, Tuesday Feb. 12, 2013. (AP Photo/Jacquelyn Martin) (credit:AP)
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President Barack Obama, Vice President Joe Biden and House Speaker John Boehner of Ohio applaud during the president's State of the Union address during a joint session of Congress on Capitol Hill in Washington, Tuesday Feb. 12, 2013. (AP Photo/Charles Dharapak, Pool) (credit:AP)
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House Budget Committee Chairman Rep.Paul Ryan, R-Wis. applauds during President Barack Obama's State of the Union address during a joint session of Congress on Capitol Hill in Washington, Tuesday Feb. 12, 2013. (AP Photo/Jacquelyn Martin) (credit:AP)
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President Barack Obama waves and House Speaker John Boehner of Ohio applauds after the president gave his State of the Union address during a joint session of Congress on Capitol Hill in Washington, Tuesday Feb. 12, 2013. (AP Photo/Charles Dharapak, Pool) (credit:AP)
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First lady Michelle Obama is applauded before President Barack Obama's State of the Union address during a joint session of Congress on Capitol Hill in Washington, Tuesday Feb. 12, 2013. Front row, from left are, Nathaniel Pendleton, Cleopatra Cowley-Pendleton, Mrs. Obama, Menchu Sanchez and Jill Biden. Second row, from left are, Oregon Gov. John Kitzhaber, Deb Carey, Apple CEO Tim Cook, Amanda McMillan, Lt. Brian Murphy and Marie Lopez Rogers. (AP Photo/Jacquelyn Martin) (credit:AP)
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President Barack Obama greets outgoing Defense Secretary Leon Panetta after the president gave his State of the Union address during a joint session of Congress on Capitol Hill in Washington, Tuesday Feb. 12, 2013. (AP Photo/J. Scott Applewhite) (credit:AP)
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President Barack Obama is greeted by Rep. Barbara Lee, D-Calif., second from left, Rep. Terri Sewell, D-Ala., and Rep. Debbie Wasserman Schultz, D-Fla., right, before giving his State of the Union address during a joint session of Congress on Capitol Hill in Washington, Tuesday Feb. 12, 2013. (AP Photo/Charles Dharapak, Pool) (credit:AP)
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Sen. Patrick Leahy, D-Vt., left, and Senate Majority Leader Harry Reid of Nev. arrive on Capitol Hill in Washington, Tuesday, Feb. 12, 2013 for President Barack Obama's State of the Union address during a joint session of Congress on Capitol Hill in Washington. (credit:AP Photo/Charles Dharapak, Pool)
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From left, Sen. John McCain, R-Ariz., Sen. Charles Schumer, D-N.Y. and Sen. Lindsey Graham, R-S.C. sit on Capitol Hill in Washington, Tuesday, Feb. 12, 2013, before President Barack Obama's State of the Union address during a joint session of Congress . (credit:AP Photo/Charles Dharapak, Pool)
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President Barack Obama gestures toward Vice President Joe Biden and House Speaker John Boehner of Ohio before giving his State of the Union address during a joint session of Congress on Capitol Hill in Washington, Tuesday Feb. 12, 2013. (AP Photo/Charles Dharapak, Pool) (credit:AP)
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WASHINGTON, DC - FEBRUARY 12: U.S. President Barack Obama (L) waves before giving his State of the Union address as U.S. Vice President Joe Biden and House Speaker John Boehner (R-OH) look on during a joint session of Congress on Capitol Hill on February 12, 2013 in Washington, D.C. Facing a divided Congress, Obama is expected to focus his speech on new initiatives designed to stimulate the U.S. economy. (Photo by Charles Dharapak-Pool/Getty Images) (credit:Getty Images)
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President Barack Obama gives his State of the Union address during a joint session of Congress on Capitol Hill in Washington, Tuesday Feb. 12, 2013. (AP Photo/Pablo Martinez Monsivais) (credit:AP)
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Desiline Victor, 102, of Miami, awaits the start of President Barack Obama's State of the Union address during a joint session of Congress on Capitol Hill in Washington, Tuesday Feb. 12, 2013. (credit:AP Photo/Pablo Martinez Monsivais)
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First lady Michelle Obama, front row, center, and other, listen as President Barack Obama gives his State of the Union address during a joint session of Congress on Capitol Hill in Washington, Tuesday Feb. 12, 2013. Front row, from left are, Sgt. Sheena Adams, Nathanial Pendleton, Cleopatra Cowley-Pendleton, Mrs. Obama, Menchu Sanchez, Jill Biden, Kaitlin Roif and Alan Aleman.Second row, from from left are, Deb Carey, Apple CEO Tim Cook, Amanda McMillan, Lt. Brian Murphy, Marie Lopez Rogers and Bradley Henning. Third row, third from left are,Tracey Hepner, Haile Thomas, Lee Maxwell, Sgt. Carlos Evand and White House seniot adviser Valerie Jarrett, (AP Photo/J. Scott Applewhite) (credit:AP)
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President Barack Obama gives his State of the Union address during a joint session of Congress on Capitol Hill in Washington, Tuesday Feb. 12, 2013. (AP Photo/J. Scott Applewhite) (credit:AP)
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