By now, we have all seen Ashton Hall’s 4 am morning routine. And while banana peels heavily feature, the real star of the clip, which has now amassed 745.3 million views on X is Saratoga Sparkling Water.
Beyond drinking multiple bottles of the stuff in the video, Hall even dunks his head in a bowl of it mixed with ice. Viewers worldwide (including MrBeast) couldn’t stop talking about Hall’s commitment to Saratoga Sparkling Water and locking in. Now, the refreshments company, which is owned by Primo Brands, is starting to see the benefits.
According to MarketWatch, Primo Brands’ stock price is showing the side effects of viral fame. Premarket trading temporarily increased by 16.2%, which equates to a $1.76 billion market cap. But even as the virility settled down, Primo Brands still saw the benefits. By Monday, the stock price had risen by 2%.
Additionally, as reported by Dexerto, Seratoga Water saw a 1,379% increase in Google searches following the viral video.
In an interview with Business Insider, a rep for Primo Brands revealed that the benefits didn’t stop there. Its social analysis showed a 10% growth in Instagram followers. The rep also pointed out that Saratoga reached No.7 in X’s Trending terms section.
While the Saratoga Sparkling Water confirmed that it wasn’t in a partnership with Hall, the rep said they have reached out to the creator to discuss one.
Kheri Tillman, Primo Brands’ chief marketing officer, told Business Insider: “He’s clearly meticulous in what he does and cares about his entire health. The fact that Saratoga Water plays a role in that is amazing.”
So, while some might argue that Hall’s morning routine is excessive, it’s a great example of what a viral moment can do for your marketing potential.
