CNN might think Sen. Marco Rubio’s water break during his State of the Union rebuttal was a “career ender,” but one could argue that the on-air faux pas is actually helping Rubio.

How?

The Rubio water bottle.

Marco Rubios gulping gold

According to Buzzfeed, the savvy marketing ploy has pulled in more than $100,000 for Rubio’s Reclaim America PAC:

A source close to Rubio tells BuzzFeed that the water bottles, which were sold on the senator’s PAC website to anyone who makes a donation of $25 or more, sold like hotcakes. In the period since they went on sale Wednesday, more than 3,100 of the PAC’s “Marco Rubio Water Bottles” have been sold.

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