The Power of Personal Branding: The Viral Morning Routine and Its Impact on Saratoga
By Michael Cunniff
It did not, in fact, affect Rolex whatsoever—so why Saratoga Water? Lol.
The internet moves fast, and when something bizarre, entertaining, or oddly compelling hits the mainstream, it has the power to shift perceptions—and even stock prices. Case in point: wellness influencer Ashton Hall’s now-viral “morning routine” video.
In the clip, Hall follows a meticulous series of self-care steps, including dunking his face in ice water, rubbing his skin with a banana peel, and prominently sipping from a cobalt blue glass bottle of Saratoga water.
This video, which captivated social media users, seemingly had an unexpected side effect: a brief spike in the stock of Primo Brands (PRMB), the parent company of Saratoga. While the stock’s early momentum faded, at one point on Monday morning, shares had risen by as much as 2.5%—a movement that, while slight, highlights the fascinating intersection of personal branding, virality, and corporate success.
As a brand developer with two decades in the industry, I see this as a case study in the power of personal branding and digital influence. Hall’s hyper-curated routine showcases not just his commitment to wellness but also the ability of an individual to bring visibility to a product in a way that traditional marketing often struggles to achieve. Whether intentional or not, millions were exposed to Saratoga’s branding, reinforcing the idea that placement—subtle or otherwise—can have a real-world impact.
But the bigger question remains: was this an organic moment of self-expression, or a carefully crafted play for internet fame and potential brand partnerships? Social media audiences are quick to speculate, and part of the allure of these viral moments is dissecting the intent behind them. Was Hall simply showing off his daily habits, or was this a coordinated move designed to drive engagement and brand recognition?
Regardless, the effect is undeniable. Primo Brands, which owns household-name water brands like Ozarka, Poland Spring, and Deer Park, has been steadily growing its luxury water category. Saratoga, acquired in 2021, has seen substantial growth, with net sales climbing from $13 million in 2021 to $71 million in 2024. While a single viral video may not translate directly into massive sales, it does something just as valuable: it embeds the brand into cultural conversations.
Final Thoughts:
For those of us who work on the brand side of these viral moments, it’s always fascinating to watch the life cycle of an internet sensation—from the initial buzz to mainstream adoption, and ultimately, its lasting impact on brand perception. I’d love to hear your thoughts: do you think Hall’s video was a sincere glimpse into his morning rituals, a savvy play for engagement, or an under-the-radar marketing push? Drop your opinions in the comments!
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