The “most human” commercials (aka organic social content) can also be the most effective within today’s world of increased advertising exposure. Throughout the current decade, various beverage brands have experienced their share of viral organic social content…but none arguably more impactful than the “Ocean Spray Vibin” video from 2021. The homemade lip-syncing video was real, raw, human, and vulnerable…and it ultimately proved more effective than any recent Ocean Spray effort at increasing sales and social media followers. But then, what happened because of the recent “Saratoga daily routine” videos…really blew our collectively minds on how the “most human” commercials can create absurd levels of business impact. Saratoga quickly became one of the hottest brands in America, and the premium water is now on pace to surpass $100 million in revenue this year. Yet, let’s see if Primo Brands, the multibillion-dollar beverage giant owner of Saratoga, can effectively build a comprehensive strategy that leverages (but doesn’t hijack) the moment.