In 2025, Saratoga® Spring Water redefined Instagram's role for the brand.
Rather than compete in a crowded, trend-driven social landscape, we chose to build a thoughtful presence that refused to blend in.
After formalizing a Pantone partnership that introduced Saratoga Signature Blue (Pantone Color 286 C), we saw an opportunity—if blue is our signature, Instagram could serve as our canvas.
The goal was to develop a cohesive, design-led Instagram presence that positioned Saratoga as a cultural brand. We set out to:
The vision came to life through a disciplined Instagram build.
First, we established Saratoga Signature Blue as a non-negotiable design anchor. Every asset, including photography, video, and motion, was art-directed to ensure instant recognition on Instagram.
Second, we implemented a chapter-based content plan. Instead of isolated posts, we sequenced content in clusters so tentpole moments unfolded across multiple posts. Grid planning was strategic and essential. Each post was designed to perform well on its own and strengthen the overall feed composition. Our execution included:
We approached the grid as a curated magazine layout rather than a haphazard feed while integrating partnerships like the Golden Globes and Top Chef directly into this system. Co-branded content was recolored or reframed to maintain aesthetic consistency.
In March, a viral organic moment featuring Saratoga accelerated cultural visibility. With a design system established, our response content stayed aligned with the visual architecture. We amplified conversation while maintaining the feed’s cohesion.
From there, we continued to build momentum with:
By the end of the year, Saratoga’s Instagram presence was not just active, it was seamlessly architected. Every post reinforced a singular visual world: unmistakable, intentional, cohesive, and unexpected.
The strategy delivered measurable growth for the brand on Instagram, with 456% growth in followers and a 100% increase in engagement and interactions by the end of 2025.
Most importantly, this growth was driven by disciplined brand execution, sustained cultural presence, and, sure, the viral moment didn’t hurt either.
By building a cohesive visual system, Saratoga achieved consistent performance across tentpole activations and "Ever Blue" content alike.
Instagram evolved from a supporting channel into a primary brand platform, accelerating Saratoga’s transformation into a modern cultural luxury brand.
