Ashton Hall, a social media influencer and fitness trainer, has created a viral sensation with his daily morning routine video that has attracted millions of views and likes. The video showcases his unconventional routines, such as meditating, exercising, and dunking his head in Saratoga Spring Water. Despite its popularity, the content has sparked criticism from educators who highlight potential negative messages regarding masculinity and objectification. Although not affiliated with the water brand, the video's influence raises questions about the intersection of social media and marketing implications for brands, as expressed by Kheri Tillman of Primo Brands.
One standout from Hall's video is the brand of water he uses to do his daily dunks. Primo Brands, the parent company of Saratoga Spring Water, says that Hall is not a spokesperson for the brand and has not been compensated for his content.
As a marketer, you've done something right when your brand becomes a part of someone's life and their story," Kheri Tillman, the chief marketing officer for Primo Brands, said in a statement.
Syracuse University communications professor Makana Chock explained the negative aspects of Hall's type of content. She says that there is a "dark side" to the type of messaging Hall's content gives off.
In the video, women appear only to serve Mr. Hall in a scripted manner, raising concerns about the objectification in influencer culture.
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