In the vast world of beverages, one drink has captivated the masses with its ongoing success.
Prime, a creation by YouTube sensations KSI and Logan Paul, first appeared on the scene back in January 2022, instantly becoming a highly sought after commodity. A year later, Paul revealed that their company has made $250 million in retail sales and $110 million gross internally, emerging as the fastest growing beverage company on the planet.
[Image Creds: Daily Record News (2022), North Wales News (2023), The Mirror News (2022)]
The drink was originally priced at £2 per bottle or £24.99 for a case of 12. However, the sheer demand for Prime among the Gen Z demographic and limited product availability quickly caused a shift in its market dynamics.
The extraordinary demand from Prime propelled prices to astronomical heights, with a single bottle now selling on Amazon for £8.99 (if you can get your hands on one). Additionally, reports surfaced of a Nisa Local store in Worcester pricing Prime Hydration at £15 – a price that went unchallenged by eager customers.
So, how did Prime become so popular?
The meteoric rise of Prime can mainly be attributed to the immense power of social media and the influential marketing tactics employed by its founders, KSI and Logan Paul. With a combined subscriber base exceeding a staggering 39 million, their influence reaches far and wide – particularly resonating with the younger demographic, predominantly male and below the age of 24.
[Image Creds: Getty images]
KSI and Logan Paul have strategically utilised their substantial social media presence to propel Prime’s promotion to new heights. Leveraging various platforms, they have successfully built an extraordinary buzz around the drink, making it all the more desirable. Their promotional stunts, filmed and shared online, have additionally boosted their clout. From dressing up as life size Prime bottles at WrestleMania 27 to appearing at other large sports events, the men know how to please their followers.
Their branding is spot on – bright and eye-catching, therefore impossible to miss when scrolling through social media, walking around the shops or watching a football game. The drink already sponsors notable entities, such as Arsenal FC and UFC. Recently, they announced a partnership with the world’s top football club, Barcelona, cementing their status as a truly iconic brand.
Prime’s iconic journey from a newly introduced beverage to a global sensation is a testament to the power of social media and influencer marketing.
Looking for a digital and social media agency based in London to help you achieve your objectives? Get in touch here.