Why the internet was losing its mind over Saratoga Water this week

In recent days you may have seen videos or memes online surrounding Saratoga Water and dunking your face in ice.

Here's what's going on...

TikToker and fitness creator Ashton Hall posted this video of his morning routine, which has so far had more than 5m views. And it's fair to say that Hall's morning routine is a lot... (true to form BuzzFeed breaks down the video scene by scene)

Hall's morning routine went viral over the weekend, with many people taking to social media to indicate they, too, were stocking up on the cobalt-blue bottles of spring water (note to reader: some may have had their tongues firmly in their cheeks).

Why it matters: Firstly the video wasn't a piece of branded content (you could have been forgiven for thinking it was). But Saratoga Water's parent company has come out and welcomed the video and is now talking to Hall about a paid partnership.

"He's clearly meticulous in what he does and cares about his entire health," Kheri Tillman, Primo Brands' chief marketing officer, told Business Insider. "The fact that Saratoga Water plays a role in that is amazing."

The company also got in on the meme action.

Also Primo Brands' stock price briefly jumped Monday morning in the wake of all the social noise. Primo Brands said that their social analysis showed a strong uplift across all their social channels.

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