Entrepreneur Business Coach » Blog » Logan Paul Prime Drink Launches in South Africa Marketing 101
YouTubers Logan Paul and KSI released their drinks brand, Prime Hydration, in January 2022.
The drink has generated $250 million (R4.5 billion) in retail sales worldwide, with $45 million (R818.3 million) of that in January 2023 alone.
The drink’s popularity is due to the pair’s audience engagement, which involves interaction and self-disclosure to create powerful parasocial feelings.
Research has found that famous YouTubers dominate the platform’s recommendation algorithm network.
The famous Radio Host, Anele Mdoda talked about how she was out shopping and she stumbled upon this energy drink, in one of the aisles. And she found it to be about 500 Rands, which amounts to 27 dollars and 39 cents. Now this is quite a high price according to her, and that too for an energy drink. After this, she also said, “And it tastes like rubbish.” She even started a chant in the studio by saying, “No to Prime!”
The initial higher price point created an illusion of scarcity, making the drink seem exclusive and valuable. This perception of value drove demand and increased the drink’s popularity, leading to long queues and buying restrictions in some supermarkets.