Introduction to PRIME
On January 4th, 2022, via Instagram Live, once-online foes, Logan Paul and KSI announced the launch of Prime Hydration. The two social media stars came together to create a hydration drink and after 4 years of online abuse as well as 2 boxing matches, the newfound friendship leading to a business partnership revolutionized the world (Prime, 2023). The initial launch of Prime Hydration included just 5 flavours; tropical punch, orange, lemon lime, grape and blue raspberry. The opening launch was just released in the US then months later, it was released in the UK, causing there to be high demand for the product. After being launched, Prime became an online sensation with its limited availability, causing a craze (BBC, 2023). 4 months later, on the 11th of May, Prime released a new flavour, Ice Pop. Logan Paul tweeted ‘Prime is the fastest growing hydration drink in America, represented by the new Ice pop colours of Red, Blue and white’. While being heavily marketed, the drink was limited in supply which KSI denies was a marketing ploy, however, kept the craze going (BBC, 2023). The Ice pop flavour was released as a ‘summer flavour’’ causing the prime enthusiasm to be kept at an all-time high. People were at retail stores hours before opening queuing up to get the desired prime bottle. The bright attractive packaging would grab the attention of customers and was another reason for the company's success. The beverage continued to excel, as Prime reports that it brought in $250 million in revenue in 2022 (CB Insights, 2023). To add, the company created hydration sachets which allowed people to simply tear a sachet open and pour it into the water, giving customers the same flavours as a regular prime bottle. After the success the beverage experienced in 2022, many thought the drink would struggle to maintain its popularity. The hydration beverage shocked the world by becoming the official hydration beverage of the UFC, Arsenal FC, FC Bayern Munich, the LA Dodgers and FC Barcelona. To continue its dominance, Prime started signing athletes such as football stars Erling Haaland and Alisha Lehman. MMA and boxing superstars Israel Adesanya and Bud Crawford. Moreover, Prime created an energy drink, ‘Prime Energy’ which is sold in cans and has caffeine in it. Between the signings of star athletes and teams, as well as the release of more flavours and prime energy, the company did phenomenally well with Logan Paul saying that the company made $1.2 billion in internal revenue sales (Dexerto, 2023). Since the introduction of Prime in 2022, both Logan Paul and KSI have utilized their social media platforms as the main form of marketing for Prime. Moreover, the drink's success is largely due to the timing of which the product was released. January 2022 was when the world was starting to come out of lockdown and health awareness was at an all-time high. With the drink being just 20 calories, having only 2 grams of sugar, and being filled with vitamins, electrolytes and antioxidants, the drink is looked at as a healthier alternative to Gatorade and Body Armour. To add, Prime Energy has just 10 calories, 0 grams of sugar and 140 milligrams of caffeine, it is again looked at as a healthier alternative to Red Bull or Monster (Eatingwell, 2023). Finally, after over 2 years of being on the market, and the addition of Prime athletes and energy, with over 11 flavours now, prime is estimated to be worth over $8 billion making it the fastest-growing hydration beverage in the world (CBinsights, 2023).
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