In the 19th century, marketing a sports drink to tweens, teens, and college kids would have required associating the product with influential figures in popular culture. Just as today’s marketers harness the power of social media influencers, renowned writers like Whitman, Emerson, and Thoreau used essays, novels, and poetry to grow their audiences. These audiences, much like today’s social media users, possessed the ability to champion and elevate the work of these literary icons.
Drawing a parallel, Duke University marketing professor Aaron Dinin highlights the similarity between the cultural impact of 19th-century poetry and the marketing strategies employed by modern-day social media celebrities like Logan Paul and KSI for their sports drink brand, Prime. Dinin emphasizes that the main difference lies in the technology used for dissemination.
The success of Prime is evident from its reported retail sales of $250 million in fiscal year 2022. With a strong presence in both the UK and the US, the brand has captivated the attention of tweens, parents, and even created a thriving secondary market for its limited-edition or discontinued flavors. Prime’s popularity has secured its position as the second most sought-after hydration beverage in the market, trailing only behind Pepsi-owned Gatorade.
Prime prides itself on a range of flavors, including Lemonade, Ice Pop, Meta Moon, and Tropical Punch. The drink boasts a healthy image with ingredients like coconut water, B vitamins, electrolytes, and amino acids that aid in muscle growth. A case of Prime can be purchased from GNC for $29.99, but exclusive and hard-to-find bottles have been known to sell for prices ranging from $20 to over $100 on platforms like eBay. In tandem with its success, Prime’s parent company, Congo Brands, is investing $8 million in a new headquarters in Louisville, Kentucky, and has secured sponsorship deals with the UFC and Arsenal football team. Additionally, a dedicated Twitter feed exclusively tracks the drink’s stock levels.
The extraordinary ascent of Prime in its market is noteworthy not because of extensive marketing budgets or expensive campaigns, but the brand’s reliance on savvy social marketing and a deep understanding of its target audience.
Logan Paul and KSI, both internet personalities and white-collar boxers, have built successful personal brands through their social media followings. KSI’s TikTok account boasts more than 11.5 million followers, while Paul’s exceeds 18 million. While Paul gained popularity through his YouTube videos, starting with humorous prank phone calls in 2008, his current content utilizes strategic marketing techniques in each post, despite his sometimes frat-boy persona.
The success of Prime can largely be attributed to the influence and credibility of its co-founders, KSI and Paul. Leveraging their massive social media followings, they have effectively connected with their target demographic and built a loyal fanbase. The brand’s association with these influential figures adds to its allure, making Prime more than just another sports drink.
Furthermore, Prime’s marketing strategy revolves around creating a product that aligns with the preferences and interests of its target audience. By offering a range of exciting flavors, incorporating trendy ingredients, and positioning the drink as a lifestyle choice linked to athletic performance, Prime appeals to the desires and aspirations of young consumers.
In summary, marketing a sports drink to tweens, teens, and college kids in the 19th century would have required leveraging the cultural cachet of renowned writers of the time. In today’s digital age, figures like Logan Paul and KSI serve as modern-day influencers who can help propel the success of a product. Prime’s meteoric rise in the hydration beverage market, second only to Gatorade, is a testament to the power of social marketing and understanding one’s target audience. By tapping into popular trends, leveraging their own personal brands, and crafting a product that resonates with the desires of the target demographic, KSI and Paul have created a sensation with Prime.
