You are right certain products are a little less certain on to how to promote on Facebook, but I certainly think it can be done. I think the key would be to make water coolers fun. For example, what about asking your fans for their best water cooler jokes? Or sharing info about where your water comes from? Or why it’s better than tap water? Or having a contest where fans have to submit a photo of them next to a water cooler and they win XX amount of free water coolers. Think of topics that are fun, educational and interactive. If you would like further help writing for Facebook, I now partner with a social media/marketing guru to offer several different package prices. Email me at becca@bauerhaus.com for more info.

Interesting article!
One of the companies I am involved with is a water cooler business. We are currently trying to decide whether this business will benefit from a FB page. We have a page currently with less than 20 fans and are wondering whether water coolers are cool enough for social media lol.
I can see it having advantages for fun/cool products/brands but wonder if time spent developing our FB page could be better spent elsewhere?
I think that http://www.facebook.com/BlendTec did an amazing job at creating buzz and gaining exposure for a blender that normally isn’t that exciting so i guess there is hope