Why Everyone Can’t Stop Talking About Saratoga Water Right Now
The brand’s blue bottles are going viral thanks to an influencer bump.
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We may throw the word “trending” out a lot these days, but for companies looking to boost sales, going viral can mean more than name recognition. Sometimes brands that have existed for years are the subject of a little social media moment and suddenly skyrocket. Just ask the 112-year old Stanley, more famous now for its iconic, colorful water bottles than its original line of durable drinkware. As for what you want to pour into your Quencher cup, the current frontrunner for trendy water brands might just be Saratoga.
While browsing WaterTok can give you inspiration for ways to zhuzh up your daily hydration goals, one fitness influencer’s videos are likely spurring a spike in sales of Saratoga Spring Water. Trainer and former college athlete Ashton Hall regularly posts clips of his daily, 4 a.m. morning routine which, on many occasions, include a shot of him pouring a bottle of Saratoga water into a bowl of ice (and occasionally other ingredients like salt, lemon, and cucumbers) before plunging his face in. However, on March 20, the X account @tipsformenx reposted one of Hall’s videos which has since garnered nearly 750 million views as of this writing. In the video, Hall is seen grooming himself, working out, swimming, having his meals made and served to him, and doing business on a video call, and in most of these moments, with a bottle of Saratoga water nearby.
Over the weekend, Hall’s videos have caught the attention of a wider audience including brands like Sweetgreen and the Mattel card game Uno, which have commented or referenced them online. Hall’s videos have amassed around a billion total views across platforms, and inspired multiple imitators, parodies, and stitched replies, only furthering their impact. And, of course, if you want to do your own Hall-like morning routine video (in earnest or in jest), you’ll need to buy a bottle — or a case — of Saratoga. According to Fast Company, Saratoga parent company Primo Brands even saw a bump in premarket trading on Monday morning.
For its part, Saratoga’s has played it relatively cool, offering a trio of Instagram posts featuring bowls of ice (and one with a banana — a reference to Hall rubbing banana peels on his skin) captioned with phrases like “Plunge if you must,” and “Some call it extra. We don’t.”
And while it’s easy to write off these kinds of moments as product placement stunts, according to The New York Times, Primo Brands has not hired Hall as any kind of brand ambassador. However, it seems that Hall is, at the very least, somewhat brand loyal, featuring Saratoga bottles in dozens of videos going back months, though we did spot other water brands like Mountain Valley and Aqua Panna in some older posts, so maybe Hall — who also promotes financial literacy as part of his success mindset — isn’t opposed to buying whatever fancy water happens to be on sale.
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