A meticulously crafted morning routine video by fitness influencer Ashton Hall has taken social media by storm, amassing hundreds of millions of views across TikTok, Instagram, and X — as well are more than a few hilarious memes. While the clip’s oddly rigid schedule and extravagant habits have sparked satire and imitation, one clear winner has emerged from the post: Saratoga Spring Water.
The clip has reached 99.4 million views on TikTok so far.
The Routine and Saratoga’s Glow Up
Hall, whose social media bio says he is an online coach and entrepreneur, has 8.7 million followers on Instagram, 4.8 million on TikTok, and just over 6,000 on X. It seems the morning routine, although posted earlier on other platforms. He added another morning routine on X on March 24 again featuring the water brand. The video that has recently gone viral was actually posted on Feb. 7. In video prior he is also seen using Saratoga Spring, but more prominently in videos after, one in which he has boxes and boxes of the project. But none of the TikTok videos indicate brand partnership, which is required by the platform.
Hall’s video, which details his pre-dawn routine, is packed with luxury-laden habits: waking up at precisely 3:52 a.m., performing sprints on a treadmill, indulging in an ice-cold water facial with Saratoga Spring Water, and even rubbing a banana peel on his face. Saratoga Spring Water is used throughout his routine, from being used as a rinse after he brushed his teeth to having it with his breakfast. The brand’s iconic blue bottles appear in at least 25 different shots throughout the clip. While it seems like an obvious marketing pitch, it isn’t clear if Hall was trying to get the brand’s attention or if there was already a partnership in place.
The Saratoga Surge
As Hall’s morning regimen gained traction, so did Saratoga Spring Water. Primo Brands, the parent company of Saratoga, saw its stock rise 16 percent in premarket trading following the viral moment, before settling back to normal levels later in the day. Meanwhile, Google search queries for the brand have skyrocketed by more than 1,000 percent, marking an all-time high for consumer interest in the premium water label, according to People.
Saratoga’s Response
The brand has leaned into the moment, posting a cheeky Instagram response: “Plunge. If you must,” referring Hall’s plunge into a pool during his video.
Given the surge in visibility, experts suggest that a well-timed campaign — perhaps a collaboration with Hall or other influencers — could solidify Saratoga’s status as the water of choice for luxury wellness enthusiasts.
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