It’s gotta be tough coming up with new things to talk about when you’re basically just selling bubbles with water in it. That’s why the people at Polar Seltzer were kind of brilliant for jumping into the comments of this USA Today article on bad college essays, just because it offhandedly mentioned seltzer.

#2 in USA Today‘s list of horrible ideas for college essays is “I am a can of seltzer.” That’s obviously not a whole category; it’s a generalization of the kind of crazy, surreal, high-concept ideas that some students hope will be eye-catching in the admission process. (The “seltzer” example comes from the article writer’s experience in college admissions.)

So Polar Seltzer comes along, reads the article and thinks, “Oh hi, marketing opportunity.” Here’s what they wrote:

"If you didn't get into college because of your "I am a can of seltzer" essay please send it to us and we'll send you a coupon. #Genius #Sparkling #NotSoda.

Okay, trying to turn #Sparkling into a trending term is a bit annoying, but otherwise it’s pretty funny and pretty clever.