Saratoga Spring Water gets caught up in an influencer’s viral morning routine

3:52 a.m.: Wake up.

3:54 a.m.: Pour out a cup of Saratoga Water.

4:04 a.m.: Work out next to a bottle of Saratoga Water. 

5:49 a.m.: Dunk face in ice-cold bowl of Saratoga Water.

These are just a few of the steps of fitness influencer Ashton Hall’s extremely specific morning routine, which grabbed the internet’s attention over the weekend for its oddly regimented timing and near-comical flaunting of wealth. One particular video of Hall’s schedule has amassed 98.4 million views on TikTok and 674.5 million views on X, spawning countless reactions and copycats, as well as shout-outs from Mr. Beast and Sweetgreen.

And there’s one brand that’s clearly the winner amidst all of this publicity: Saratoga Spring Water. 

Viewers were quick to notice that Hall’s routine—which also includes rubbing a banana peel on his face, doing dead sprints on a treadmill, and eating breakfast seemingly prepared by an in-home chef—featured a disproportionate amount of product placement shots for Saratoga-branded water. In his most viral TikTok alone, the eye-catchingly blue bottle appears in around 25 different shots.

Apparently as a result of this discourse, Saratoga Water’s parent company, Primo Brands, saw its stock rise by as much as 16% in premarket trading this morning, according to MarketWatch, although it was essentially flat by midday. Meanwhile, according to Google Trends data, search queries for the brand have spiked more than 1,000% to an all-time high since Sunday.

Saratoga’s big brand moment?

Now, dozens of TikTok and X users are putting their own spin on Hall’s ultra-privileged routine. Several influencers have attempted to capitalize on the moment by mimicking Hall’s routine shot-for-shot, including by purchasing their own bottles of Saratoga.

Brands including the Detroit Lions and Sweetgreen have both posted tweets referencing Hall’s video. Even Jimmy Donaldson (aka MrBeast), the most popular creator on YouTube, took to X with his own joke about participating in the trend.

Some have been more overtly critical. Makeup artist Matt Bernstein said in an Instagram story that the Hall’s video had an “extreme undercurrent of misogyny,” noting the presence of a woman who appears out of frame to present him with food and water.

Others are taking a more satirical route.

One X user posted a photo of their grocery cart, filled with only bananas and Saratoga water, and asked, “am I forgetting anything?” Another user captioned a GIF of rapper Lil Baby counting stacks of money, “Saratoga water CEO for the next three weeks.” One tweet with 4.3 million views simply shows a man standing in front of a fridge full of Saratoga with the caption “Locked in.”

Saratoga finally responded to the trend with an Instagram post on Sunday telling users, “Plunge. If you must,” and crediting Hall for his video.

Still, the brand has yet to truly capitalize on this moment with its own content—a move that seems like the natural next step, given its sudden visibility in the cultural zeitgeist.

While Hall’s original viral video doesn’t specifically list Saratoga as a brand partner, it seems probable that the content is sponsored, given that the brand invariably appears in almost all of Hall’s TikToks. We’ve reached out to Hall for comment.

In a presentation for investors last month, Primo Brand executives shared that the brand has grown significantly since it was acquired in 2021, going from $13 million in sales that year to $71 million in 2024.

Saratoga did not immediately respond to Fast Company’s request for more information on how the recent trend has influenced sales.