Prime Hydration: The Game-Changing Drink Brand by KSI and Logan Paul
What happens when two of the most successful Youtubers combine forces to create their own beverage company? Once rivals KSI and Logan Paul have gone from fighting each other in 2 boxing matches to launching a new hydration drink which in January 2023 alone generated sales of $45 million.
Since launching in 2022 Prime has dominated the drinks market and its popularity stems from its online presence and aggressive marketing strategy. The brand has built an online presence that many beverage companies are envious of, and in less than a year since launching they have overtaken its main competitor Gatorade in Instagram followers.
Instagram is a key platform Prime uses to communicate with its audience, as well as showcasing its products through high-quality and vibrant coloured photos they offer a glimpse into the behind-the-scenes of the production which helps engage the audience and bring them along on the journey. In addition, they use the platform as a method for announcing new products and partnerships, currently, the brand sponsors Arsenal football club and has recently announced a long-term partnership deal with the UFC.
When Prime first launched in the UK the demand was so high it quickly sold out across Asda stores, which was the only official place it could be purchased. Following this, the supply was limited and created a re-sale environment where people who managed to get their hands on it would sell it online for an inflated price. Although KSI didn’t agree with this it did create a buzz around the brand and generated more interest in the product.
Amidst the situation in the UK, customers who managed to get hold of Prime would take to Twitter to boast and post photos holding the bottle, this soon became a trend with the Prime Twitter account encouraging and interacting with customer's photos and posting provocative tweets such as:
Prime’s online presence on Twitter allows for an effective and fun way for customers to engage with the business as well as acting as a method for the company to find out beneficial insights, for example, through the use of polls on what people's favourite flavours are. This even had other company's Twitter accounts getting involved:
Is It All Hype?
Prime’s success largely boils down to its endorsement by KSI and Logn Paul and without this, it is safe to say the brand would not have had the same explosive rise to success. It is important to consider the authenticity behind influencer marketing as it is a very powerful tool and is becoming increasingly popular as a method to sell products due to its proven effectiveness.
Prime has become one of the leading brands in the hydration drink market and this wouldn’t be possible if the product was of poor quality, however, as the brand is only 1 year old, only time will tell if the success occurred will continue.
So, is Prime the next best-tasting drink or is it just clever influencer marketing?
