Saratoga Spring Water Goes Viral
What do premium bottled water, a banana peel, and a 3:52 a.m. wake-up call have in common? For Fitness Influencer Ashton Hall, they’re all elements of his now-viral morning routine video that has social media buzzing. The surprising result? Saratoga Spring Water, a premium water brand, has found itself in the spotlight, with stock surges of its parent company and a spike in Google searches for the brand all thanks to Hall’s eccentric ritual.
Over the weekend, Ashton Hall, a former college running back turned fitness influencer, shared a video that quickly gained traction online. The video showcases his intense morning routine, which starts at an eyebrow-raising 3:52 a.m. His regimen includes journaling, a rigorous workout, and a skincare hack involving rubbing a banana peel on his face. But the true star of the video? Saratoga Spring Water, which was featured prominently from being the centerpiece of his ice bowl facial dunk to appearing continuously in the background.
For those of us at SparkShoppe, the buzz around Saratoga Spring Water feels especially close to home. The brand originated right in our company’s own backyard, and seeing its distinctive blue glass bottles take center stage on a global platform is an intriguing phenomenon.
The video didn’t just attract fitness enthusiasts. It sparked a wave of parodies, memes, and chatter online, making Saratoga Spring Water a hot topic across social media. The interest was so significant that Primo Brands Corporation, Saratoga’s parent company, saw a noteworthy jump in
stock values early Monday morning. Interestingly, Hall isn’t even sponsored by Saratoga Spring Water—at least, not yet; Primo Brands revealed
they reached out to the influencer about a possible brand deal. The luxurious image of the brand was Hall’s own deliberate choice, likely meant to symbolize his “aspirational” lifestyle. Whether intentional or not, the influencer’s video has put Saratoga’s sleek blue bottles in the hands of countless consumers virtually and perhaps literally soon enough.
The company responded to the viral buzz with a measured approach. While they didn’t participate in the humor or create content bouncing off the trend, they did subtly acknowledge it through a series of sleek, stylized Instagram posts in line with their brand’s polished aesthetic.
From a digital marketing lens, Saratoga Spring Water’s response raises an interesting question about brand strategy during viral moments. The company’s choice to stick to its established image rather than lean into the outlandish trend presents two schools of thought. Some might argue that Saratoga missed an opportunity to ride the wave of internet humor. Viral trends thrive on engagement, quick wit, and relatability. By not creating quirky or offbeat content to match the tone of Hall’s video and its parodies, the company could be seen as opting out of an accessible, low-cost marketing boon.
On the other hand, Saratoga Spring Water’s restraint aligns fully with its premium positioning. High-end brands often thrive on exclusivity and consistency, and Saratoga’s choice to maintain its refined tone keeps it aligned with its core identity. Deviating into memes or playful videos might have undermined its image as a premium water brand. After all, the buzz was already working in their favor without needing to sacrifice brand integrity.
Both strategies have their merits, and Saratoga Spring Water’s approach speaks to the importance of understanding your brand identity and staying true to it. While humor and trends drive engagement, they’re not always suitable for every player in the game. Even though the company chose to sit back and enjoy the viral momentum this time, this doesn’t mean they can’t explore partnerships with influencers like Hall in the future.
For now, it’s a lesson in organic brand power. Without spending a penny, Saratoga Spring Water has found itself at the center of a cultural moment. Whether it was Hall’s cheeky nod to luxury or the internet’s obsession with absurd morning routines, sometimes the best marketing moves are the ones that happen without trying. Retailers carrying the brand have taken advantage of the moment as well through noticeable aisle displays featuring the cobalt blue water bottles.
Saratoga Spring Water’s viral fame highlights the unpredictable nature of modern marketing. While some brands might jump at the chance to ride the coattails of an internet trend, others, like Saratoga, prove there’s strength in staying consistent. The debate on which approach works best will always depend on the brand. What’s clear, though, is that a strong identity and the ability to adapt when needed are key to thriving in the chaotic digital landscape.
For now, Saratoga Spring Water finds itself in a unique position, basking in the glow of unexpected virality. Whether or not they choose to capitalize on this momentum in the long run, one thing’s certain—those blue glass bottles are making a splash.
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