Mike Geraci - FreeRange Media

Nestle spokespersons comment, “It was an impromptu moment,” says (spokesperson) Lazgin. “We were very glad that Poland Spring was there when Senator Rubio made his speech.”

Translation: Whatever. We don’t get social media.

Unscripted mishaps that occur live, during mainstream news events can be the trigger for a point-release avalanche-style marketing campaign.

Point-release avalanches start when a natural or man-made disturbance triggers a point source fracture at a localized spot, but then fans outward as it descends, picking up size and speed.

Sen. Rubio’s cottonmouth was the point source for what could have been the start of a much greater campaign, as awareness of the brand was suddenly thrust onto the national stage. 

But you have to be ready for it, and get it.