Influencer Ashton Hall may have just set the gold standard for morning routines.
His latest video, which has racked up over 40 million views, showcases an ultra-specific start to his day— removing mouth tape at 3.56 am, pouring a glass of Saratoga Spring Water, knocking out push-ups beside its signature cobalt-blue bottle, meditating, repeatedly dunking his face into a bowl of ice water mixed with Saratoga Water, and oh, rubbing a banana peel on his face.
But while everything he does stands out, it’s Saratoga’s starring role (appearing in at least 25 shots) that has led to a surge in the brand’s visibility and sales.
According to MarketWatch, Saratoga’s parent company, Primo Brands, saw its stock jump as much as 16% in premarket trading this morning before leveling out by midday.
Meanwhile, Google Trends data shows that searches for the brand have spiked more than 1,000% to an all-time high since Sunday.
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The internet, of course, wasted no time running with the moment.
“Saratoga Water CEO for the next three weeks [counting cash],” one Instagram user joked.
Another quipped, “The CEO at the Saratoga Water company watching the sales skyrocket today.”
A third added, “I bet the CEO of @SaratogaWater wakes up Monday and is like WTF happened this weekend?!?! Sales went viral……”
Others attempted to capitalize on the moment by mimicking Hall’s routine shot-for-shot, complete with their own bottles of Saratoga Spring Water.
Even brands like the Detroit Lions, McDonald’s, and Sweetgreen jumped in with their own playful renditions.
The brand of the moment, on the other hand, responded to trend with an Instagram post on Sunday telling users “Plunge. If you must,” and crediting Hall for his video.
I bet the CEO of @SaratogaWater wakes up Monday and is like WTF happened this weekend?!?!
Sales went viral…… https://t.co/ezgtDs1NoM
— Adam L. Wingfield ???????????????? (@adamlwingfield) March 23, 2025
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Saratoga CEO on Monday: What caused the spike in sales this weekend?
The CMO: You’re not gonna believe this ????↔️???????? https://t.co/cWyRGgcQIr
— that girl. ???????? (@RozayJanae) March 23, 2025
and
I am ready to change my life!#ashtonhall #MorningRoutine #ashtonhallofficial pic.twitter.com/GnSnZYYGWq
— ImLejayro (@imlejayro) March 23, 2025
and
am I forgetting anything pic.twitter.com/MYHMAWZMRz
— matt (@computer_gay) March 22, 2025
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who gon tell him we making fun of him not copying him ??? ???????????? pic.twitter.com/IoNv0LuQN3
— juju ???? (@ayeejuju) March 24, 2025
and
@piersmorganuncensored At last, the morning routine we’ve all been waiting for… ???????????? #PiersMorgan #AshtonHall #mouthtaping #bananapeel #wellness #morningroutine #GRWM #icebath #piersmorganuncensored #PiersMorganUncensored #PMU #fyp ♬ original sound – piersmorganuncensored
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As of 2021, Saratoga Spring Water Company was acquired by BlueTriton Brands, a Connecticut-based investment firm formerly known as Nestlé Waters North America.
At the time of the acquisition, then-CEO and sole shareholder Adam Madkour expressed confidence in the transition, emphasizing that BlueTriton’s leadership and resources would help expand Saratoga’s presence while maintaining its reputation for premium, high-quality products.
“We look forward to our partnership with BlueTriton, who shares our commitment, mission and long-held philosophy of service and corporate responsibility,” Madkour stated.
Hall’s viral morning routine is yet another example of how social media influencers can shape consumer habits and market trends.
While some may find his methods unconventional, the surge in Saratoga Water’s visibility and sales proves just how powerful this kind of exposure can be for a brand.
