During his rebuttal to President Obama’s State of the Union address, Sen. Marco Rubio, R-Fla., made a now-infamous grab for his off-screen bottle of water. Rubio’s watergate moment drew nearly as much attention (and perhaps more) than his speech itself.

While unfortunate for Rubio, there was a clear beneficiary in this whole fiasco: Poland Spring, the company that bottled Rubio’s water. Most companies would kill to get that sort of free publicity – MSNBC showed the clip approximately 155 times over the course of 18 hours according to The Daily Caller, not to mention the explosion on Twitter over the ensuing hours.

This is the kind of airtime the vast majority of companies can only ever dream of. In fact, it seems like an awfully convenient coincidence … or was it a coincidence? Perhaps Poland Spring is more clever than we give them credit for. Regardless, Poland Spring got their publicity and for this they are our winner of the week.