📈 Seeking Alpha From TikTok Trends — Saratoga Spring Water

If you’re a culturally tuned-in trader or fund manager who regularly scrolls through their TikTok, you may have seen a certain video go viral a few weeks ago.

Fitness influencer Ashton Hall shared his morning routine — from waking up before 4AM to dipping his head in a bowl of ice water to rubbing banana peel on his face.

And throughout his video, he repeatedly shows the same water bottle brand over and over again — Saratoga Spring Water, which is owned by Primo Brands.

Ashton’s original video has racked up several hundred million views and has been imitated and remixed by everyone from Logan Paul to Piers Morgan to the Detroit Lions.

Since going viral, Google Trends search volume for Saratoga water went up over 1000%. Last Monday, the share price of Primo was up 16% in premarket trading and now people all over the world who know the name “Saratoga Spring Water.”

From a brand’s perspective, Ashton just delivered millions of dollars worth of free media value.

This moment presents two clear opportunities:
1. For Primo Brands: Build a direct relationship with Ashton and leverage this cultural moment to create a broader, culturally relevant content strategy.

2. For Ashton Hall: Capitalize on this moment by building out brand extensions or diversifying revenue streams. He already has a brand called Worthy Supps but now he has the world’s attention on him.

📢 What’s the lesson here?
Some people trade the news. Memes are basically cultural news. And the ones who capitalize on these trends most quickly are the ones who capture the most alpha.

This is how you truly “move at the speed of culture.”

At PWR House, we’re building systems to gather and analyze these cultural moments, because we know that understanding how to act on these time sensitive opportunities is the new alpha.