The viral fitness guru Ashton Hall never signed a deal with Saratoga—but his morning routine turned a boutique water brand into a national sensation. Here’s what growing brands must learn from it.
1. Repetition Is the Root of Brand Awareness
Hall didn’t sign a deal with Saratoga. He didn’t need to. By organically placing the brand in every video, he created subliminal recall. Takeaway: When customers see a product as part of someone’s transformation story, it creates trust. Repetition breeds recall. Learn more about product placement
2. Visibility Is Greater Than Virality—But Combine Both and You Win
Once Hall’s video hit 100M+ views, Saratoga leaned into the moment. Agile marketing in action. Brands that respond to cultural moments in under 48 hours see 4x higher engagement.
3. Design for Camera, Not Just Shelf
Saratoga’s glass bottle isn’t just premium—it’s photogenic. Its iconic look became a visual meme. Visual distinctiveness increases brand salience by 33%. Liquid Death branding comparison.
4. Publicity Drives Market Confidence
Primo Water Corporation (Saratoga’s parent company) saw a 16% spike in premarket trading, closing the day up nearly 3%. Public perception drives private valuation.
5. Shareability > Ads: Create Content Audiences Remix
Thousands of users remixed Hall’s routine. They added commentary, humor, workouts, and even financial takes. Saratoga didn’t ask them to—they just gave people a prop and a story.
UGC power per HBR: https://hbr.org/2023/05/why-user-generated-content-is-more-influential-than-you-think.
Final Thought: Your product must be a prop in your customer’s story. Hall’s bottle became iconic.
Follow Ashton Hall: https://www.instagram.com/ashtonhall__/
Follow Saratoga Water: https://www.instagram.com/saratogawater/
Final Thought:
Your Product Needs to Be a Prop in the Customer’s Story
Hall didn’t sell water. He sold discipline, mystery, and elite habits—and the bottle was his icon. What story does your product tell—and is it one people want to share?
Connect with me to unlock your brand’s viral potential with CFO-level strategy and enterprise-grade marketing:
www.575asm.com | info@575asm.com | IG: @jaysumhunter
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