It has been trending on social media since it started being advertised across the country. The much-anticipated drink, Prime hit the SA stores on 1 May 2023 and had parents and their kids line up outside of supermarkets to buy the range costing R39.99 a bottle. The retail price was at first set at R400 and was marked down to R39.00 a bottle. A limit of eight bottles per customer was first set and families came out in numbers to buy and get a taste of this drink.
WHAT'S THE HYPE ABOUT??
The Prime energy drink was founded by social media influencers KSI and Logan Paul, who are viewed to be marketing geniuses after they created a huge frenzy around the drink. Prime has been reported that stock has run out in the UK and the US, due to the immense following of influencers Logan Paul and KSI, who have 40 million YouTube subscribers between them. Not long ago, the lifestyle beverage brand became the official sports drink of the UFC, Arsenal, GNC and many more. It was also reported to be on its way to becoming a household name, with over R4 billion in retail sales last year.
A BIG INFLUENCE
Before launching the beverage brand, Logan Paul and KSI were known for their celebrity boxing matches. KSI claimed both the first amateur and professional fights between the two by a unanimous decision and Paul went on to fight Floyd Mayweather Jr. "We created Prime to showcase what happens when rivals come together as brothers and business partners to fill the void where great taste meets function,' they shared. Both influencers have a combined reach of nearly 100 million followers on YouTube, Twitter, and Instagram.
THE DRINK
Teenagers across the world have been rushing to stores for the caffeine-free "hydration' sports version of Prime which is said to contain a disclaimer on the label that states it is not suitable for children under the age of 15, pregnant or breastfeeding women, and should only be used under medical or dietetic supervision. Yet the warnings were not enough to stop teens and their parents from flocking into a popular retail store that made the drink accessible on a public holiday...nogal!
