A fitness influencer’s bizarre morning routine went viral — and one brand in particular is making a splash.
The video posted by Ashton Hall shows his 5½-hour morning routine, which heavily features water brand Saratoga’s iconic cobalt blue bottles.
Hall used the water for a variety of purposes during his routine, including to rinse his mouth after brushing his teeth, drink during a workout and while watching something on his phone, and dunk his face into a bowl of it with ice.
Videos of Hall’s morning routine on his Instagram have racked up hundreds of millions of views, and one thing all viewers couldn’t help but notice was the disproportionate amount of Saratoga-branded water.
In just one video, the blue bottle can be seen in around 25 shots.
With much of the discourse surrounding the water brand, Primo Brands, Saratoga’s parent company, saw stock rise by as much as 16% in premarket trading, according to MarketWatch.
Plus, according to Google Trends data, searches for the water have spiked more than a whopping 1,000% to an all-time high since Sunday.
People on TikTok and X have mocked the routine and put their twist on it with their own Saratoga bottles.
“Morning gang, don’t forget to dunk your face in ice water today,” MrBeast tweeted.
The Saratoga brand itself has also bottled up the excitement and joined in on the fun.
In four different Instagram posts, Saratoga acknowledged the viral routine and its trendsetter. One photo featured a bowl of ice with text that read, “Plunge if you must,” while another post shows water being poured over a bowl of ice with text reading, “Some call it extra. We don’t.”
Yet another brand post showed a painting of the blue bottle alongside a bowl of ice and a banana, a fruit that’s also heavily featured in Hall’s morning routine.
Even New York Gov. Kathy Hochul chimed in, tweeting “Gearing up for the latest round of budget negotiations!” alongside a photo of a banana and the beverage.
Primo’s social analysis showed a 10% growth in Instagram followers, and at one point this weekend, “Saratoga” was even the No. 7 trending term on X, a rep for the brand told Business Insider.
Though Saratoga may be taking advantage of the fitness influencer’s product placement, Primo Brands has not hired Hall as a brand ambassador of any kind, nor has he received any compensation, according to the New York Times.
It appears as though Hall is simply loyal to the brand.
“As a marketer, you’ve done something right when your brand becomes a part of someone’s life and their story,” Kheri Tillman, chief marketing officer for Primo Brands, said in a statement to the Times.
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