Seeing your product trend on the social media and the searches on your product sky rocket is every marketer’s dream. But what suddenly happened that made this Blue cobalt bottled spring water break the internet?
Before we proceed further, let’s have a look at the Google Trends dashboard on “Saratoga water”. Until 22nd March 2025, no trends on news searches related to the product. Then enters fitness influencer Ashton Hall, who went viral featuring the blue cobalt bottled Saratoga water in his daily morning routine ASMR videos. Thank his luck, determination, hard work, algorithm or whatever you call it, all his videos got massive views and his followers count on Instagram grew at F1 speed. Last I checked, he had crossed 10 million followers from 9 million in just 5 days.
At the time of writing this article, he has already crossed 10.5 million followers on Instagram, and it seems he will reach 11 million in just 2 days. With minimum engagements on each video crossing 1 Million and average views close to 5-10 million, Saratoga water has been viewed 1 Billion+ times on Instagram, even more if we take other social media platforms. Below is a video of Ashton Hall dunking his face in the chilled Saratoga water that has got 199 Million+ views at the time of writing this article.
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The Impact of Ashton Hall Duking is face in Saratoga Water
Whether it was a brand-led influencer marketing campaign or just a coincidence of getting featured in videos of Mr. Hall that went viral, the real winner has been Primo Brands, the parent company of Saratoga Water. The stock price of Primo surged 16% pre-market, and Saratoga’s Instagram followers grew by 11% during the trend period. The internet is now flooded with memes revolving around the iconic blue cobalt bottle, and many brands have also jumped on the trend. However, the biggest win has to be Mr. Beast tweeting about it and even doing a collaboration video with Ashton Hall where he is seen dunking his face in ice-cold Saratoga water, a ritual that has now become a morning routine across the globe.
About Saratoga Water: Why is it so special?
Saratoga water is a premium sparkling and still water that comes packed in the now-famous blue cobalt bottle. The brand has become a global symbol of premium water, and the blue cobalt bottle is the symbol of luxury, symbolizing the brand of Saratoga.
Saratoga water has been in the market since 1872. The water is sourced from the foothills of the Adirondacks, located in the Northeast of New York, USA, known for the mineral springs and water with healing properties. As per the official website of the brand, even George Washington enjoyed the Saratoga.
Saratoga water is available in 2 options, sparkling and still spring water, with a price tag of $3.69 for each 28-oz blue cobalt bottle. The sparkling spring water has a TDS of 30-44 with a slightly sweet flavour, bubbles, fizz and a smooth texture. Still spring water has the same TDS and flavour but with a slight creamy and well-integrated texture. While sparkling is best enjoyed with foods having a strong aroma, it still goes well with delicately flavoured foods. Saratoga water is often preferred by luxury fine dining restaurants and top chefs worldwide.
In your opinion, was this a strategically powered influencer marketing campaign by Primo brands to market its premium water brand or just a coincidence of influencer led campaign by Ashton Hall going viral?
