From boxing rivals to business partners, YouTubers KSI and Logan Paul are joined forces, creating an energy drink that is causing shoppers to dive into shelves head first. But what is it about the drink that is making it super popular?
Prime Hydration has sparked more thirst for the drink by UK shoppers than anywhere else. Since the launch of the drink on Instagram on January 4th 2022, its limited availability in the UK has caused shoppers to go hunt for more.
In recent news, Aldi, a supermarket in the UK, had stocked the Prime Hydration beverage for a one-off special and videos online showed customers fighting over the drinks. Chaos had occurred with long queues and customer services trying to calm and control everyone down. On the black market, the drink is sold for exaggerated prices, making us wonder, what is it about the drink that is turning us, humans, into wild animals?
The Secret to Success
Marketing expert Eddie Hammerman tells a source exactly why the drink is doing well. Of course the celebrity status of the two boxers and their following on social media has helped drive most of the marketing out, but there is more to it.
Both have over 40 million YouTube subscribers between them and claim there are different flavours of the drink that aid hydration and energy caffeine-free. With a good product at hand, Eddie says “A buzz doesn’t happen overnight, you don’t create the demand overnight. It takes months, and it has taken them months to do this. It’s been really smart.”
Although KSI admits the founders of the drink to be good at marketing thanks to their huge following, they had struggled to get the drink to people who wanted to buy it. Eddie’s solution to their problem which the two did was to “limit the supply, and then you create the demand. This is called scarcity marketing. It’s a technique to encourage customers to make a purchase before the discount goes away or before there is a perceived limited supply.”
For the customer limited supply means FOMO – the fear of missing out, meaning they would want to get their hands on it, even more, no matter what it does or the taste of it.
Clever Marketing Strategies
All supermarkets have to say is that they are limiting the products when it sells out so quickly, making people want it more. KSI did respond to those saying it a business strategy by pricing the drinks so high, and said that he disagreed with how they were being priced as he wants everyone to experience the Prime Hydration drink.
Arsenal players have been seen drinking the branded bottles on the football pitch, pushing customer to purchase. As content creators, the two masterminds have put their heads together and produced a modern way of marketing using digital media and clever, traditional marketing techniques by understand customer/human behaviour.
Logan Paul even jumped out of a plane drinking Prime to get people talking!?
Is Prime as good as they say it is?
Dr. Linia Patel said “We don’t need a special drink like this one. I definitely don’t think that this drink is better than others.” She continued to say “just get a good bottle of water.” The ingredients inside the drink are the ones you would expect in a sports drink, however, it has coconut water which provides sugar that is less than you would find in the average sports drink.
Prime also has electrolytes which are minerals that can be lost when sweating or when you feel dehydrated – they’re a great way of boosting the system with extra hydration. According to the marketing information, the drink claims to be better than its competitors, but as Dr. Linia answered already, it seems it is the same as every other sports drink.
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