Marketers have more channels than ever in which to hawk their wares, and combined with our 24/7, media-obsessed culture, marketers arguably have more opportunities than ever to reach consumers.
For better or worse, marketers are under enormous pressure to capitalize on these opportunities. But increasingly, it’s worth asking: just how many of them are really worth pursuing?
This is a question the marketers behind Poland Spring had to answer when United States Senator Marco Rubio needed a sip of water during his televised response to President Barack Obama’s State of the Union address on Tuesday. Yes – he happened to reach for a bottle of Poland Spring. Rubio’s thirst-quenching move was likely seen by millions and, perhaps undeservedly, became one of the biggest highlights on one of the biggest nights in U.S. politics.