Key Takeaways :
- To understand strategies used to promote PRIME
- Understanding the level of influence amongst consumers
- Future prospects of the energy drink company
A brief about ‘PRIME’ :
The growing demand for the consumption of energy drinks , raises many questions about the sudden increase in consumption. It also leads to a question on what are the techniques used to promote it. Let’s understand what PRIME is. The infamous energy drink was started by two well known youtubers Logan Paul and KSI in the year 2022. The drink is created and managed by Prime Hydration LLC.
The product lineup contains sports drinks, mixed drinks and energy drinks. It contains mixed levels of caffeine, electrolytes and micronutrients. Since the drink was launched by Logan Paul and KSI who have a massive online following across all the social media platforms, the following is one of the key reasons for a quick increase in sales across the world. The type of content they upload is one of the reasons why they promote energy drinks. When it comes to their competitors in the field of sports drinks, Gatorade was the one that stood alone to their competition but quickly decreased its quarterly or annual sales figures.
Various strategies to promote ‘PRIME’ :
Glimpses of the strategies used by PRIME to promote itself all over the world:
- Influencer Based Content – As mentioned above, A huge portion of promotion is done via the founder’s. Since both of them have an enormous amount of following combining their social media profiles amounting to tens of millions of people around the globe.
- Challenges and Trends – Celebrities promoted the energy drink by screaming or saying #DrinkPrime which was a marketing campaign started by the LLC. Apart from that they also created various videos (long and short format) including reels and shorts on trending audios for their social media pages.
- Strategic Sponsorships – Collaborating and sponsoring various clubs and sporting events made sure they caught the attention of the people. From its start till now, they have signed deals with various football clubs such as FC Bayern Munich, Juventus and FC Barcelona targeting all the franchise leagues of football (Bundesliga, La Liga and Premier League). They also sponsored major UFC fights including the record-breaking fight between Logan Paul and KSI which had attracted huge footfalls and a heavy social media presence.
All in all they used influencer marketing as well as experiential marketing in the form of negative marketing following their case of use of excessive amounts of caffeine and unusual substances gave them a curiosity particularly amongst young boys. Word of mouth was also one of the major strategies to promote their drink.
Some of the Social Media Strategies used by PRIME :
- Regular Updates – Providing regular updates regarding new flavours, new discounts , retails stores, exclusive offers etc on their social media handles to educate their customers better.
- Meme Marketing – Creation of funny and humorous reels to keep relevancy among their customers has also helped the company to keep up.
- Interactive Content – Engaging polls on public opinions regarding the flavours of their products or opinions of their customers or sponsors or celebrities, exciting giveaways and creation of Q&A sessions to keep fans involved.
- UGC Along With The Creative Use of ASMR – Creation of User Generated Content along with the idea of ASMR (Auto Sensory Meridian Response), like creation of youtube videos, shorts, instagram reels etc by the users to provide an opinion on taste packaging and other aspects of the product via tenderness of ASMR.
Conclusion :
These were some of the strategies used by the LLC to promote the energy drink..Coming forward to use of content creators by PRIME has been a major marketing campaign used by the LLC. Recently Logan Paul and KSI were present in India to promote PRIME due to the launch of energy drinks in India. The price of 1 bottle of energy drink would vary between 600 to 4599 rupees depending on purchase from retail stores to online markets etc.
The case against the corporation for excessive caffeine use was discussed earlier in this article. Is it appropriate for Indians to spend this much money on a sports drink? Also in need of the hour, since the company used Indian content creators, should Indians trust their favourite creators to be influenced by such products?
External Link: https://bit.ly/3Qo4GiG
Hem Pasad
Content writer
Manasi Patil
Graphic designer
Krishna Kanjar
Website Editor