Taking the Plunge – Putting Your Brand in Influencers’ Hands

Before Ashton Hall began dunking his face in Saratoga Water, the brand—like many in the crowded beverage market—was an afterthought. Today, it’s a case study in how unconventional influencer partnerships can breathe new life into legacy products. In this talk, Primo Brands CMO Kherri Holland Tillman explores how Saratoga has benefited from putting its brand in the hands of creators, what risks and rewards come with leaning on influencer-driven storytelling, and whether this alternative approach could redefine the future of brand building.