On 4th January 2022, KSI and Logan Paul, arguably 2 of the biggest influencers in the world with over 68 million subscribers between them on YouTube, announced on their socials that they will be business partners in their company called PRIME.
This may have come as a shock to some, considering the pair were long-time rivals beforehand and had even boxed each other twice in “Influencer Boxing”.
The drink, of course, proved to be a great success: within the first few hours of its initial release in the US on January 8, all their products had sold out on their brand’s website drinkprime.com as well as stores.
Over the course of the businesses’ journey, KSI and Logan Paul have expanded their business (into the UK as well) and created this venture into a successful brand. During a live stream, Paul and KSI revealed that they are aiming to “rival some of the biggest companies on Earth” with their new beverage, including “Pepsi, Coke, Gatorade, and Powerade".[1]
One thing that has fuelled the fire are the marketing stunts the two have used to promote PRIME. Here’s just a few:
Thirsty Base Jump
On Jan 19, a few days after PRIME had already been sold out online, Paul uploaded a video on his socials promoting his drink in a rather bizarre stunt. Take a look at it yourself.
https://www.youtube.com/shorts/5X4uHFq3FSg?feature=share
DON’T TRY AT HOME. Paul’s friend is a known BASE jumper
In this video, Paul is recording his friend clinging on to the helicopter, while he pours PRIME onto his face. His friend can be seen shouting “Drink Prime”, before jumping off the helicopter. The video ends before we can see whether he landed safely or not, stunning a lot of viewers who were left wondering about whether the jumper made it.
Walmart Employees
Just a day later, on the 20th Jan, Paul uploaded a video on his YouTube channel in which they go undercover in Walmart.
Paul claimed in his video that they were doing this to celebrate the fact that PRIME has been released in over 4,000 Walmart stores across the US.
The pair dressed up as employees and promoted their drink to the public.
The video has now amassed almost 9 million views in under 10 months.
Arsenal x PRIME [2]
A few months after the successful release in July, Arsenal announced on their website that they were “proud to announce” their new partnership with PRIME.
This news came as a delight to lifelong Arsenal supporter and PRIME co-founder, KSI, who claimed that this was “a childhood dream” of his.
The drink will now be available on every home matchday to supporters at the Emirates Stadium.
Such affiliations and publicity have only led to the company blowing up, with bottles being sold at more than 10x the normal price on websites as well as corner shops due to the high demand in the UK,causing the drink to be constantly sold out.
One corner shop, owned by the now infamous TikTok account wakey_wines, has been known to be selling PRIME £25 per bottle to customers.
Verdict?
While the taste of the drink may not appeal to everyone, it is no secret that PRIME has sold over 10 million in under 2 months thanks to the influence the pair have brought upon their drink and the beverage market.
So, YES, PRIME has gained that brand value is what it is today due to the influence the founders have and have used, allowing their products to reach heights never seen before in the beverage market that till now, used to be dictated around by just a handful of brands.
Sources:
1. https://www.the-sun.com/entertainment/4397348/how-buy-logan-paul-ksi-drink-prime/
2.https://www.arsenal.com/arsenal-prime-hydration-drink-partner-ksi-logan-paul-emirates-stadium
Comments: Our rules
We want our comments to be a lively and valuable part of our community - a place where readers can debate and engage with the most important local issues. The ability to comment on our stories is a privilege, not a right, however, and that privilege may be withdrawn if it is abused or misused.
Please report any comments that break our rules.
Read the rules here