It’s likely that throughout your time online, you came across advertising campaigns for the beverage brand PRIME at least once or twice. Since its launch in 2022, the refreshment drinks made and owned by internet stars Logan Paul and KSI have become a sensation. The two frequently produce entertainment-based content featuring the specific brand as a marketing strategy. Because of this, the beverage is becoming increasingly popular among younger audiences, who are also the brand’s main target market.
The PRIME Energy Drink mainly consists of two lineups of beverages – hydration drink and energy drink. The latter has recently been met with controversies and criticisms. We will get to the causes behind it in just a moment. But first, let’s make a few brief observations of the marketing practices of the beverage company.
Marketing of PRIME by Logan Paul and KSI
A partnership venture between YouTubers Logan Paul and KSI saw the birth of the refreshment drink brand PRIME. Notably, both the brand and the products resonate with the two YouTubers’ outgoing and energetic personalities. This factor successfully boosted the brand identity.
- In the promotional materials, PRIME drinks are cited as a superior alternative to other conventional beverage brands within the market. Logan Paul says they are both better in taste and nutrient contents than already established names like Gatorade.
- Logan Paul often uses numerical statistics as a standard to demonstrate the effectiveness of his brand. For example, he would state that PRIME hydration contains X amount of less sugar or Y amount of more electrolytes than a certain brand.
- PRIME has already begun to spread its mark across the world of sports. They have multiple sponsorship and partnership deals with NASCAR, UFC, and baseball. However, their association as Barcelona and Arsenal’s official sports drink manufacturer makes them stand out.
- Both business owners are adept at creating a buzz on social media by utilizing the resources at their disposal. A significant indicator of this was their use of hype marketing during the drink’s introduction.
- As a result, they have successfully managed to integrate certain mindsets among their young watchers. For example, a young kid with a bottle of PRIME now feels superior to his peers who might be consuming other traditional drinks.
FDA’s investigation regarding PRIME by Logan Paul and KSI
United States Senator Chuck Schumer has called for an investigation by the Food and Drug Administration (FDA) regarding PRIME’s energy drink segment. He asserts that children under the age of 18 are consuming a product containing an unhealthy amount of caffeine.
To give you an idea, a can of PRIME energy drink contains the same amount of caffeine as six cans of Coca-Cola or two cans of Red Bull.
- The brand representatives defended themselves by stating that every PRIME energy bottle or can contains a label declaring that the product is unsuitable for children under 18.
- Although technically correct, there is a problem with how the brand presents itself to the younger generation. The senator argues that PRIME hydration and energy drinks are placed next to each other on the store shelves.
- Many times, the parents end up buying the latter due to ignorance. They also miss the warning label printed in small fonts at the back.
- Due to the similar packaging with bright neon colors, it is often hard to distinguish the PRIME products. Both the hydration bottles and energy drink cans are identical to look at. As a result, it is common for mistakes to occur.
- As a result, a child below 18 might end up with a high dosage of caffeine which may lead to numerous serious illnesses.
- A large percentage of KSI and Logan Paul’s audience demographics is under 18. So, it is a serious issue when they are promoting their product with a minuscule amount of warnings or guidelines.
Conclusion
PRIME drinks are already banned in schools in a number of countries. So, applying regulations on selling these products might be a good idea. Creators as big as Logan Paul and KSI should hold some responsibility towards their relatively underdeveloped audience.
They must be held accountable for their actions even if they follow the minimum formal protocol while selling their goods. They should be more vocal in their promotions and assert that their energy drinks are strictly produced for the consumption of adults.
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