Even though Ashton Hall already had more than seven million followers on Instagram, the viral “fitness influencer” became a household name over the last week. And with the rise of Ashton Hall came a monumental rise in the popularity of Saratoga water.
A brand that flew under the radar in the past became one of the most talked about proprietary names on the internet.
Saratoga Water is owned by Primo Brands. Primo Brands also owns Poland Spring, Deer Park and Pure Life water. In fact, Saratoga only accounts for a very small portion of the company’s sales.
That might soon change if it has not already. Hall’s affinity for Saratoga caused a meteoric rise in interest. Primo Brands’ stock price jumped on Monday morning after Hall’s viral video drew more than 750 million views on X. Saratoga was at one point trending on social media. The brand saw a growth of more than 10% in its following on Instagram.
All of this from one video:
Technically speaking, it was more than one video. However, that “morning routine” post drove people to look at the rest of Ashton Hall’s profile. Saratoga water is consistently at the forefront of his work.
Regardless of whether you love him or hate him, Ashton Hall memes were unavoidable on social media over the last six or so days. He was everywhere. And thus, so was Saratoga.
am I forgetting anything pic.twitter.com/MYHMAWZMRz
— matt (@computer_gay) March 22, 2025
Searches for the brand on Google skyrocketed by more than 1,200%.
If you got to the point of the article and do not know Ashton Hall, let me very briefly explain. He is a “fitness influencer” and life coach (or something like that) who is best known for his minute-by-minute videos that peel back the curtain on what he does in a day. They always start with his face in a bowl of ice water— Saratoga water. They often feature unseen women who perform various tasks for him, like cooking or packing his bag! Most if not all of the videos are done in the style of ASMR.
Hall’s high school football highlights really rewind history of the viral Instagram personality. I digress.
By one estimate, Hall generated no less than 1.8 million in earned media value for Saratoga in the last week. And that is probably a lowball number. He essentially provided a full digital marketing campaign for free. At no point did he partner with Saratoga or get paid to promote the brand.
As you could imagine, Primo Brands is thrilled. CMO Kheri Tillman told Business Insider that it has since reached out to Ashton Hall to talk about a partnership but everything up until this point was organic!
Saratoga did not even post about the viral trend until early Monday morning.
While that might not seem ideal, because it is a failure to capitalize on the brand recognition, it was not necessary. Saratoga was everywhere, on everything, all weekend. If you did not know of the brand on Wednesday of last week, you do now. It is a household name— just like Ashton Hall.