dominance achieved and maintained via smart sports marketing, media and content
creation and sponsorship of world class athletes and extreme sports events
journalism meets the volatile and lucrative energy drink market
campaign, creative ambush marketing style, or elements of both?; Media Man agency
keeps them guessing!
Newwwwww PRIME ATHLETES @stylebender @alexvolkanovski
Energy Drink Connection: Logan Paul could be the next
Hulk Hogan says Media Man
Prime, the drink driving kids crazy, be more than
a fad? - 2nd June 2023
sports drinks promoted by YouTube stars Logan Paul
and KSI are a lesson in scarcity marketing in the
social media age, but can the epic hype turn into
the stark white Meta Moon bottle of Prime Hydration
dropped into the Australian market, the Limited
edition sports drink which tastes like
bubble gum and fairy floss quickly became the
most sought after item in schools around the country,
which meant the marketing machine was working exactly
playground fads go its one of the stranger ones:
buying and selling sports drinks. The beverage in
question is marketed and part-owned by two social
media stars who have tens of millions of followers,
particularly tween and teenage boys.
February, ahead of the products launch in Australia,
thousands of fans blocked a street in North Sydney
next to Nines office which owns The Australian
Financial Review hoping to catch a glimpse
of the drinks co-owners, boxer and WWE wrestling
star Logan Paul and his business partner KSI (Olajide
Olayinka Williams), a rapper and boxer, who were appearing
on the Today show.
meet and greet events at Woolworths stores in Perth
were cancelled over safety fears when it was realised
how many people were likely to turn up. Then, when
the drink went on sale in March, shoppers scrambled
to get their hands on the bottles.
and KSI were once boxing rivals but joined forces
to leverage their fan bases: Paul has more than 48
million followers across YouTube and Instagram combined;
KSI has nearly 37 million followers.
is now considered the capital of cool by kids on the
playground if they can get a bottle that is.
Prime Hydration sells at Woolworths for $4.50 each,
but you will find bottles on Amazon at $25 and even
in some corner shops it can cost $15 a pop.
has now been banned from some schools even
the empty bottles with kids selling them to
each other at inflated prices. Some youth sports clubs
also banned all sports drinks following the hype.
To help consumers track down supplies, Twitter handle
Prime Tracker publishes details of stock in multiple
countries including UK and Australia.
its not all sunshine. Carbonated Prime Energy
has been criticised for the amount of caffeine it
contains: 56mg per 100ml. In comparison, energy drinks
Red Bull and V Energy contain 32mg per 100ml. Some
youth sports clubs have banned to beverage, which
is considered dangerous for people who weigh less
controversy is welcome and has helped make the product
even more desirable among the younger demographics.
are algorithms, exotic flavours and 5G connectivity
really enough to build a lasting business? Or will
Prime end up another fad, like the Pokémon
cards, Slinkys and Cabbage Patch kids of the
and KSI are certainly adept at creating demand: in
April they handed out a limited edition
Prime Lemonade of just 10,000 bottles to consumers
on Venice Beach, California; one bright yellow bottle,
adorned with a picture of Paul and KSI, was for sale
on Amazon.com.au for $999.
May, Prime Lemonade became widely available in the
US. The YouTubers are gradually going global and will
launch the product in Denmark and Norway on June 7.
men have woven Prime into their media work: when Paul
appeared in an episode of the popular Netflix series
King of Collectibles: The Goldin Touch, Prime could
be seen in the background as he and Ken Goldin did
a live box-break looking for rare Pokémon cards
to sell to collectors.
and KSIs social media posts also include the
brightly coloured bottles of Prime. Its an object
lesson in how influencers can leverage their fame
to launch and market products, especially ones aimed
at the youth demographic and live online.
a radio interview with Kyle Sandilands and Jackie
O, Paul and KSI said Prime had generated $US250 million
($383 million) in retail sales globally in its first
year; $US45 million in January alone.
not alone, the global influencer market has more than
doubled since 2019, according to Statista. This year,
globally, it has an estimated value of $US21.1 billion.
sells a million bottles
not just the influencers who benefitted from the Prime
launch. It was one of the biggest product debuts for
Woolworths, the nations largest grocery chain,
with more than a million bottles sold in the first
few weeks. Hundreds of buyers were calling stores
every week trying to find out when the drink would
be back on the shelf. To ensure fairness, the retailer
instigated a five bottle limit per customer.
year the drink sparked chaotic scenes in stores around
the UK, when it was delivered to Sainsburys
and Asda chains and sold out in just minutes. Both
retailers also set limits on sales.
launches a few thousand products every year but Prime
is something special. On rough calculations, if Primes
early success were annualised, it could make up about
1 per cent to 2 per cent of Woolworths drink
category sales, one analyst says.
anticipation, excitement and demand for this was unprecedented,
and were continuing to work closely with the
manufacturer to ensure we have stock arriving each
week as its now part of the sports drinks range
in our stores, a Woolworths spokesperson says.
Professor Gary Mortimer, who researches food retailing,
retail marketing and consumer behaviour, says Prime
is an example of influencer marketing at its best.
heard stories of people simply refilling the bottle
with water or Gatorade, but having it in the Prime
container to provide this social connection, that
validates themselves with others, he says.
Lednyak, chief executive of content and social media
firm L&A Social (a Tag company), says pre-teens
and teenagers are more prone to excess and peer pressure.
They look for things that provide social status and
make them feel part of a community.
fact it is hard to get, the scarcity, leads to more
of a cultural obsession. she says.
the years there have been various crazes with products
that catch momentum with youth, then they sell out,
and the scarcity is what builds up the hype. Think
sour/sweet Warhead candy, girl band Spice Girl lollipops,
Pokémon cards, and more recently fidget spinners.
is the perfect storm of people catching an age demographic
that is thirsty for community and belonging and absolutely
digitally native, thus exposed to a lot of online
content from influencers and peers, Lednyak
on the money
Paul is one of the highest-paid YouTube stars with
a net wealth of about $US18 million in 2022, according
to Forbes. He even held an exhibition match with former
world champion Floyd Mayweather Jr in 2021.
are other media reports that estimate Pauls
worth at a staggering $US250 million. Brit KSI is
also highly successful and co-founded restaurant chain
Sides and Vodka brand XIX, and has an estimated net
worth of about $US25 million.
and KSI each own about 20 per cent of Prime with manufacturer
Congo Brands owning the balance. Congo also produces
Alani Nutrition, a womens sports nutrition product
range and 3D Energy drinks.
Brands is owned by Trey Steiger and Max Clemons. The
Louisville, Kentucky natives set up Congo in 2014,
according its website.
hoping for a piece of the action are out of luck,
as Congos website says each of their brands
chooses not to take on debt or outside investment
so that growth is controlled from within.
have been hugely successful businesses started by
influencers, including Australian fitness stars and
young Rich Listers Kayla Itsines and Tammy Hembrow,
but in the fast moving consumer goods industry longevity
is harder to achieve.
US president Donald Trumps Trump Steaks lasted
just two months in 2007. However, pre-influencer Paul
Newmans sauces have outlived the man who created
the line and the company is celebrating its 35 anniversary
the mania for Prime will be fleeting, says Mortimer.
In any hyped up market limited supply creates FOMO
(fear of missing out) and the need for social validation
drives demand among younger consumers.
then comes the fall, especially when it comes to Gen
Z and Gen Alpha, who are always on the hunt for the
next big thing.
get a bottle for $10, then it gets on-sold in school
yards for $15 or $20 a bottle, and then suddenly the
novelty wears off and everybodys got it, everybodys
tried it, and we start to see discounting. It was
only recently someone had Tweeted an image of Walmart
selling a pallet of Prime for $1.99, he says.
tend to be a very sharp curve. So, a really short
period introduction, significant high growth, not
a lot of time in maturity, and then a very steep decline.
says the sports drink market is saturated with the
likes of Powerade and Gatorade the top players. While
the YouTube stars will seek to extend the life and
hype of Prime with the introduction of Limited
Editon, this too is not new. Big global brands
do it: Coke moved into diet and less sugar versions
and printed names on the cans, while Cadbury offers
limited-editon chocolate options.
is a bit quirky because its been driven and
promoted by influencers who have got a very strong
following from a smaller cohort, Mortimer says.
he thinks the drink will disappear pretty quickly.
walked through a Woollies store today, and Prime was
sitting on the shelf next to the Gatorade, he
says. In the recent past, you couldnt
get it. Im already seeing a slowdown in demand.
created PRIME to showcase what happens when rivals
come together as brothers and business partners to
fill the void where great taste meets function.
dropped our first product, PRIME Hydration in 2022
and since then, we've continued to work countless
hours to expand in retailers, reach new markets and
formulate new products we know you'll love.
been humbled by the process of creating a real brand
& surpassing some of the biggest beverage companies
in the world. As underdogs, we always cherish the
opportunity to show the world whats possible.
that were both fighting for the same team, we
truly believe the sky is the limit.
KSI & Logan Paul
Drink wars Australia wide and globally; Red Bull miles
in front and can anyone catch them?
drink wars; A Mother of all beverage wars
them or hate them, energy drinks appear to be here for the long haul, both down
under in Australia and in many parts of the world.
is a red hot market for the feisty Red Bull, due in part to Aussie's love of sport
and extreme sports, and the fact that Red Bull
is entirely legal in Australia. That's right, some countries have outlawed the
energy and caffeine fueled beverage.
would be energy drinks have attempted to tackle the bull over the past decade
plus, but none have succeeded. Once in a while a new entrant has a crack, usually
to no avail.
was circa 2005 in Sydney, Australia when adult entertainment powerhouse, Private
Media, aimed to leverage off their adult themed background and launch Private
Drinks, which by all accounts was a good drop, however they didn't last much longer
than 6 months despite a concentrated media and marketing effort in collaboration
with the likes of Sexpo!
brand that is continuing to gain traction in the energy drink sector is Monster
Energy. They have smartly got involved in niche extreme sports such as Monster
Trucks. Get it! Say G'day to Monster Jam
if you haven't already extreme sports lovers. There's also the tie in with MMA
powerhouse, the UFC, which is full of human monsters of sorts!
idea is that if you need an extra lift or boost, as you would in the world of
monster truck racing, pro surfing, snowboarding and perhaps pro wrestling and
mixed martial arts, go down a Monster.
can or bottle of the typical energy drink contains about 5 times the caffeine
of that in a cup of coffee, so you have been forewarned.
punters are you game to join in the Australian and international energy drink
wars? We have Red Bull in the Blue corner with silver trim, and Monster Energy
in the opposite corner, with monster like features and trimmings as you might
expect. It's going to be a fierce super heavyweight encounter. Is that another
contender checking out the action. Is this about to become a 3 Way dance for the
Energy Drink Championship Of The World, or is it just another journeyman brand
and nothing more than a flash in the pan? Hello from the rafters.. V and Mother
want to get in a challenge for the upcoming championship opportunities. Will it
all be broadcast on Red Bull TV? Whatever
happened to Fuel TV? So many questions. Only some answers.
it 3 months till the next Energy Drink PPV ala UFC,
Bellator MMA and WWE
supercard. Fans, things just got red hot in the war for dominance. Stay tuned,
you want want to miss a second of the Action.
branded monster truck in action. Would Madusa's truck accept an energy drink sponsor
monster truck. The truck branding works, despite a complex web of media and marketing
deals between Marvel Entertainment and Sony Pictures over the past decade plus
tickets via Ticketek