Saratoga Spring Water has found itself at the center of an internet trend after fitness influencer Ashton Hall’s highly specific and luxury-filled morning routine went viral over the weekend.
Hall’s routine, which begins at 3:52 a.m., includes multiple moments featuring Saratoga Spring Water. He pours a cup at 3:54 a.m., works out beside a bottle of it at 4:04 a.m., and dunks his face into a bowl of the same water at 5:49 a.m. Viewers quickly picked up on the frequent product placement, noting that the brand’s blue bottle appears around 25 times in a single TikTok video.
The video has garnered significant attention online—98.4 million views on TikTok and 674.5 million on X—spawning numerous copycats and parodies. Prominent figures and brands such as MrBeast, Sweetgreen, and the Detroit Lions have joined the trend by referencing the video in their posts.
Saratoga Spring Water’s parent company, Primo Brands, saw its stock price rise by as much as 16% in premarket trading Monday morning, according to MarketWatch, before settling flat by midday. Google Trends data shows search interest for the brand spiking more than 1,000% since Sunday, reaching an all-time high.
Some users have taken a satirical approach to the trend. One viral tweet shows a grocery cart filled with bananas and Saratoga water, while another shows a fridge stocked with the bottles, captioned “Locked in.” A GIF of rapper Lil Baby counting money was captioned “Saratoga water CEO for the next three weeks.”
Others criticized Hall’s video. Makeup artist Matt Bernstein called out what he described as an “extreme undercurrent of misogyny,” referring to a woman who appears out of frame to serve Hall food and water.
On Sunday, Saratoga responded to the trend on Instagram with a post reading, “Plunge. If you must,” crediting Hall for the video. The company has not yet released additional content in response to the viral moment.
While the original video does not disclose a sponsorship, Saratoga branding is present in nearly all of Hall’s TikToks. Hall has not responded to requests for comment regarding a partnership.
According to a recent investor presentation, Saratoga has grown from $13 million in sales in 2021 to $71 million in 2024, following its acquisition by Primo Brands. The company has not commented on whether the recent spike in visibility has affected sales.
