Imagine launching a product that achieves $250 million in global sales in its first year, disrupts an established market, and becomes a cultural phenomenon. PRIME Energy Drink, co-founded by Logan Paul and KSI, pulled this off seamlessly. More than just a beverage, PRIME is a masterclass in strategy-driven marketing designed for today's fast-paced, digital-first consumer landscape.
For CMOs, this is more than an inspiring case study—it’s a chance to rethink how you define marketing success. Let’s unpack PRIME's playbook, highlight key takeaways, and analyze what worked, what didn’t, and how your brand can apply these strategies.
Influencer Powerplay: The Intersection of Fame and Authenticity
It wasn’t just about leveraging the massive reach of Logan Paul and KSI, but their deep authenticity with their audience. Over years of creating relatable, engaging content, these YouTubers established trust and credibility. When they announced PRIME, their fans didn’t just see two celebrities—they saw two people they "knew" recommending a product. This trust transformed their millions of subscribers into instant brand advocates.
Strategic Insight: A common route brands take is choosing influencers based solely on follower count. A massive audience is meaningless without relevance and authenticity. PRIME showed that influencers who genuinely connect with your target demographic can turn a product launch into a cultural moment.
CMO Takeaway: We believe that less is more, real influence is not from volume but with voice. Pick influencers whose values, tone, and audience align with your brand. Authenticity isn’t optional—it’s the currency of trust.
Owning the Gen Z Mindshare: Positioning Beyond the Product
PRIME wasn’t positioned as just a drink; it became a lifestyle product. Through vibrant packaging, trendy flavors, and the aspirational personas of its founders, PRIME became a status symbol for Gen Z and millennials. By making hydration cool and trendy, PRIME didn’t just enter the market—it reshaped it.
Strategic Insight: One common marketing misstep is assuming that functionality will drive preference. PRIME's success underlines the importance of emotional positioning. In this case for younger consumers, it's about how a brand fits into their identity.
CMO Takeaway: Speak to your audience's aspirations. Position your product as a reflection of who they want to be, not just what it does.
Collaborative Brilliance: Aligning with Pop Culture
PRIME’s partnerships with the UFC and Arsenal Football Club weren’t just sponsorships—they were cultural statements. By associating with these globally recognized platforms, PRIME aligned itself with high-energy, community-driven experiences. These collaborations cemented the brand as part of the larger pop-culture conversation.
Strategic Insight: Too often, brands opt for partnerships that maximize reach but lack cultural relevance. PRIME’s strategic collaborations amplified its brand story while deeply resonating with its target audience.
CMO Takeaway: Collaborations work best when they are contextual. Partner with platforms and communities that reflect your brand’s ethos and amplify its story.
Visual Identity Meets Product Innovation
Bright, bold, and Instagram-friendly—PRIME’s packaging was designed to grab attention on shelves and in social feeds. Adding to that, unique flavors like “Meta Moon” and “Ice Pop,” created a sensory experience that transcended its core functionality.
Strategic Insight: Many brands underestimate the power of design. In an era dominated by visual platforms, your packaging is often your first pitch to consumers. PRIME’s success underscores the need for products to stand out, not just on shelves but in digital conversations.
CMO Takeaway: Design isn’t just aesthetic—it’s strategic. Build products, content, and opportunities that visually resonate with your audience and create a strong pull across all channels. If you have minimal control over the packaging focus on the add on a visual add on for the market, design strategy that talks to your consumers.
Scarcity: The Fear of Missing Out (FOMO)
PRIME’s limited availability wasn’t a logistical constraint—it was a calculated marketing move. By making the product hard to find, they turned every bottle into a badge of exclusivity. Limited-edition flavors like “Meta Moon” further heightened this allure, driving massive social media buzz and in-store frenzies.
Strategic Insight: Scarcity can be a double-edged sword. While it generates hype, overuse can alienate customers. PRIME walked this tightrope by creating demand without completely frustrating its audience.
CMO Takeaway: Use scarcity as a strategic lever, not a crutch. Make your product desirable without alienating potential customers through inaccessibility.
Participatory Marketing: Inviting Fans into the Journey
PRIME’s marketing wasn’t just about broadcasting—it was about inviting participation. Viral challenges, content collaborations, and in-person events made fans feel like part of the journey. Whether it was Logan Paul landing a helicopter at an event or fans creating TikToks about their PRIME hauls, the brand’s engagement strategy was deeply inclusive.
Strategic Insight: Many brands rely too heavily on one-way communication. PRIME shows that a participatory approach can turn casual buyers into brand evangelists.
CMO Takeaway: Build campaigns that encourage your audience to contribute, co-create, and engage. The more involved they are, the stronger their loyalty becomes.
What Didn’t Work: The Challenges of Rapid Success
PRIME’s meteoric rise came with its share of challenges:
- Excessive Scarcity: Some consumers felt alienated by the lack of availability, leading to frustration and negative sentiment.
- Reliance on Founders: The brand’s identity is heavily tied to Logan Paul and KSI. While this drove initial success, it’s a risk if public perception of the founders changes.
How to Sustain the Buzz?
1. Expand Accessibility: While scarcity worked for the launch, wider availability is essential for sustained growth.
2. Evolve Beyond Founders: PRIME needs to build its own brand equity, independent of Logan Paul and KSI.
3. Consistent Innovation: Staying relevant requires constant reinvention, whether through new flavors, formats, or collaborations.
Is It Sustainable? PRIME’s initial success is a marketing marvel, but sustainability will require a shift from buzz-driven tactics to long-term brand-building strategies. Viral moments can spark growth, but consistency is what sustains it.
Closing Thoughts: From Fad to Legacy
PRIME’s story is a case study in leveraging modern marketing tools—authentic influencers, cultural relevance, scarcity, and participatory engagement—to create a phenomenon. For CMOs, the lessons are clear:
- Prioritize authenticity and emotional connection.
- Build your brand as part of a lifestyle, not just a product.
- Don’t just target customers—invite them to join your journey.
At Pulp Strategy, we believe that the most successful brands are those that understand their audience deeply and craft strategies that align with their aspirations. PRIME didn’t just sell a drink—it sold a movement. And that’s a strategy every brand can learn from. The question is: Are you ready to create yours?
