How "Morning Routine" Water CMO Messed Up

A Bizzare Morning Routine

In early 2025, fitness influencer Ashton Hall ignited a social media frenzy with a video detailing his elaborate morning routine. The routine, which included unconventional practices like dunking his face in ice water and rubbing a banana peel on his skin, quickly went viral, amassing over 750 million views across platforms . Notably, Hall prominently featured Saratoga Spring Water during his ice-water face dunks, inadvertently spotlighting the brand to a massive audience.

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The Viral Phenomenon

Hall's video, posted on February 8, 2025, showcased his morning regimen starting at 3:52 a.m., involving mouth taping, ice-water face dunks using Saratoga Spring Water, early workouts, journaling, and even rubbing a banana peel on his face . The video resonated widely, garnering over 750 million views on X (formerly Twitter) and sparking countless parodies and discussions across social media platforms .

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Saratoga Water's Missed Opportunity

Despite the massive exposure, Saratoga Water's marketing team remained silent, neither acknowledging the viral trend nor engaging with Hall. This inaction is puzzling, especially considering the tangible benefits the brand experienced:

2% increase in stock value for Saratoga's parent company, Primo Brands Corporation .
1,379% surge in Google searches for "Saratoga Water" following the video's release .

Yet, without any official response or marketing initiative, Saratoga failed to capitalize on the momentum.

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The Power of Timely Engagement

Monitor Social Media Trends: Stay vigilant about how your products are being used and discussed online.
Engage with Influencers: If an influencer features your product, reach out. A simple acknowledgment can foster goodwill and open doors for collaboration.
Be Agile: Develop a rapid response strategy to capitalize on unexpected publicity.
Authenticity Matters: Engage in a manner that aligns with your brand's voice and values. Forced or insincere marketing can backfire.

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Conclusion

Ashton Hall's viral morning routine presented a golden opportunity for Saratoga Water to enhance its brand visibility and connect with a broader audience. By choosing not to engage, the company missed a chance to ride the wave of organic publicity. In the fast-paced world of digital marketing, timely and authentic engagement is not just beneficial—it's essential.

For more details on Ashton Hall's routine and its impact, refer to the original article: USA Today.