“Morning Routine”: Brands Rush to Keep Up with Super-Viral Internet Craze

The hashtag #morningroutine has garnered over 2.3 billion views on X, and brands can’t help but jump in to the viral trend. 

Morning routine content is not a new concept—far from it. However, when a video by influencer Ashton Hall was posted on X, memes started trickling in droves, and in less than 24 hours, the online world had yet another super-viral trend—and corporates cannot help themselves.

Ashton’s video starts with him waking up at 4.00 am in the morning and engaging in sophisticated self-care procedures, such as mouth-taping, face-dunking in ice water, banana peel skincare, and a swim at five am in the morning. Some of the other stuff he does is completely normal—such as meditation, journal writing, and hydration. However, no one decides what the internet picks on, and now all of it has become so funny.

While Ashton may never get enough credit for the frenzy he has sparked and the millions raked in by companies, nothing he did was completely intentional. Saratoga Spring Water, for instance, was incidentally spotted as used by Ashton in the video. Since the trend, Google searches for “Saratoga” have jumped by more than 1000%. 

Primo Brands Corp., the company that owns Saratoga, reports that following the viral sensation, shares of Primo Brands jumped by about 2% and were up as much as 16.2% in premarket trading.

Meanwhile, on the sidelines, brands from all over have jumped into the X and TikTok sensation, throwing in cheeky memes alongside millions of other users.

Here are a couple of those: