Even if you’re barely present on any social media platforms, there are certain names that you will be familiar with. Logan Paul and KSI, two very well-known internet personalities, are present in every inch of the internet, and together they have launched a hydration drink, Prime Drinks, in 2022, that garnered huge popularity and has turned out to be one of the fastest-growing drinks in the world of energy drinks, giving tough competition to already established names.
The influencers leveraged their popularity to market their brand and entered the market at a time when brands like Gatorade and Powerade were already established leaders. The idea behind the drink was to create a relatable brand for Gen Z, and with their smart marketing technique, the brand is now valued at $10 billion. Let’s further break down their story and success timeline.
About the Brand
Prime Drinks has become a familiar name in the world of drinks, even though it was launched in January 2022. The brand was launched by the famous social media influencers Logan Paul and Olajide “KSI” Olatunji, and both of them were boxers and rivals in rings. The main motive behind founding this brand was to come up with a refreshing drink that was healthier and flavorful, and would have been a great choice in comparison to traditional drinks.
For the manufacturing and distributing of the drink, they partnered with Congo Brands and released different products like Prime Hydration, Prime Energy, and other limited-edition flavors. The brand emphasized on adding less sugar and using B-vitamins, coconut water content, electrolytes, and BCAAs. Other flavors include strawberry watermelon, meta moon, blue raspberry, lemon lime, ice pop, and others. Some specific regions have exclusive flavors.
Prime Drinks was exclusively launched in the UK and the US, and started its supplies in other countries. However, many countries have banned energy drinks. The product is available in 500 ml bottles, limited editions, and multi-packs.
About the Founders
The founders are the real reason why the brand is successful, even though they are a bit expensive. Logan Paul and KSI, both were boxers and have participated in combats, and both began their career with YouTube before they entered the boxing rings in 2018 and 2019. After competing and retiring from the rings, they collaborated to found the beverage brand, Prime Drinks.
Both played a role in marketing the brand; Logan utilized his entrepreneurial skills, and KSI used his music and entertainment influence. Both brought the attention of the sports fans and Gen Z, and with the combined power of their social media brand, they made their brand become a huge success in a short period.
Is the Brand Successful?
The brand has become a prime example of gaining huge success in a short period. Merely in the first year of its launch, it crossed $250 million in retail sales, and by 2024, it crossed the amount of $1.2 billion. After the initial launch in the US and UK, it spread quickly in other parts, including India, Australia, and Europe, and there, too, it was able to hold its position in the market. As per a few sources, the brand today stands at an evaluation of $10 billion.
