Ashton Hall, a fitness influencer with a massive following, has recently set the internet ablaze with his incredibly detailed and, some would say, extravagant morning routine. Known for his workout videos and motivational posts, Hall’s daily rituals took a new turn when he shared his morning regimen on social media. While it wasn’t a sponsored post or an advertisement for any brand, the inclusion of Saratoga sparkling water sparked a viral wave that has everyone talking—and Saratoga’s CMO is absolutely loving it.
The video, originally posted on X (formerly Twitter), captured Hall’s elaborate routine. It wasn’t just about fitness or a simple “get ready with me” clip. Instead, it featured the kind of oddity that often grabs the internet’s attention: face dunking into ice water, rubbing banana peels on his skin, and swigging Saratoga water from its signature blue glass bottle. What seemed like an over-the-top morning ritual quickly turned into a meme sensation, especially after a men’s fashion account shared it. In a matter of hours, the video had been reposted over 77,000 times, and the internet couldn’t get enough.
For those unfamiliar with Hall’s routine, it’s as dramatic as it is unique. The day starts at 3:52 a.m. when Hall removes mouth tape (yes, that’s part of his wellness routine). He brushes his teeth and rinses with a glass of Saratoga water, setting the tone for his day. From there, he heads out to his balcony, takes in the early morning silence, and prepares for push-ups. By 4:38 a.m., he’s meditating with his eyes closed, all while continuing to sip Saratoga water. The kicker comes at 5:46 a.m., when Hall pours a bottle of Saratoga over ice and dunks his face into the icy water, a ritual that is as shocking as it is entertaining to watch.
But what truly made this routine stand out, aside from the bizarre inclusion of bananas and ice baths, was the unexpected involvement of Saratoga water. It wasn’t an ad, nor was it a sponsored post, but the brand’s sparkling water quickly became synonymous with Hall’s morning regimen. As the video gained traction across social media, people started associating Saratoga’s blue glass bottles with Hall’s outrageous routine. This wasn’t just a viral video; it was a cultural moment, with Saratoga water taking center stage.
For Saratoga’s parent company, Primo Brands, the timing couldn’t have been better. According to Kheri Tillman, CMO of Primo Brands, they were thrilled by the organic attention that Hall’s routine had drawn. “He’s clearly meticulous in what he does and cares about his entire health,” Tillman shared in an interview. While it wasn’t a calculated marketing campaign, the brand quickly capitalized on the situation. “The fact that Saratoga Water plays a role in that is amazing,” Tillman added.
In the days that followed, Saratoga’s social media following surged, with a 10% increase in Instagram followers and “Saratoga” trending as the No. 7 term on X. What started as a meme has now turned into a marketing opportunity. The memeification of the brand has spread beyond fitness communities, with users across platforms sharing their own take on Hall’s routine, using the iconic blue bottle as a symbol of the viral trend.
Saratoga’s response to the situation has been positive and playful. The company has made it clear that they have no judgment on how people use their water, whether it’s for hydration or face dunking. The brand has even reached out to Hall to discuss the possibility of a partnership, but they maintain that the viral moment wasn’t part of a larger campaign. It’s a rare instance of organic marketing where a product gains massive visibility simply by being part of something genuinely entertaining and unique.
As for Hall, the viral video is just one example of how social media continues to shape trends and elevate ordinary content to unexpected heights. While the fitness influencer may not have intended to turn his morning routine into a meme, it’s clear that he has become a part of a larger conversation about health, wellness, and the sometimes absurd rituals that accompany them.
So, what’s next for Saratoga water? With the sudden surge in popularity, it’s likely that the brand will continue to ride the wave of this viral moment, engaging with fans who have embraced the meme. As for Ashton Hall, it seems his routine has found a new audience—one that’s as entertained by the bizarre details of his mornings as they are inspired by his dedication to fitness.
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