A few months ago, my two children (aged 13 and 9) told me about a drink called “PRIME” and asked if I could please buy it for them to try. It wasn’t available here in Madrid, so I searched on Amazon and found it quite expensive “for what it was”. They argued that it was a “Logan Paul” drink that “had to be tried”. After explaining to them that it wasn’t necessary to try something just because it was associated with “Logan Paul”, they understood and came to reason.
However, a few weeks ago, they mentioned that the brand had arrived in Spain at a more reasonable price. But to my surprise, it wasn’t easy to find. We went to the nearest supermarket that sold it (20 minutes away by car) at least three times, as it was always sold out, and the shelf where it was supposed to be was always empty, so we couldn’t buy it.
This definitely sparked my curiosity about the brand. So, I started to do a bit more research.
In the competitive beverage market, PRIME has stood out as an exceptional case of success and popularity, proving that a brand is much more than its logo (because if it were only for the “logo”, I don’t think this brand would have been very successful). Founded in 2022 by public figures, the WWE wrestler, influencer, actor, and controversial American Logan Paul, along with the British rapper, boxer, and YouTuber KSI, PRIME quickly transcended its roots in the United Kingdom and the United States to become a global phenomenon.
A Unique Collaboration with Incredible Results
Undoubtedly, PRIME has strategically capitalized on the influence of its founders to drive its expansion. They’ve known how to leverage the dynamics of having a niche market and an already captive audience, especially on TikTok, to connect. A new way of creating businesses and brands, one where already having captive buyers, we create the product and not the other way around, as in the “old school”, where we first created the product and then looked for buyers. This approach has been crucial for PRIME’s growth and is likely to be a new way of creating businesses and brands.
Conquest of the Spanish Market
The case of Spain is particularly remarkable. Co-branding strategies with FC Barcelona as a sponsor and hiring the popular YouTuber Ibai Llanos as a brand ambassador have been key strategic moves. These steps have strengthened its presence and generated palpable enthusiasm, especially among the younger crowd. The “PRIME fever” has led to situations where parents, responding to their children’s enthusiasm, have found themselves in long lines in stores to get the drink, despite its relatively high price.
Beyond the Product
As with great brands, what makes PRIME so special is not just its product, but how it has come to symbolize a lifestyle and a cultural connection. The brand has managed to transcend the traditional concept of advertising to become an integral part of contemporary cultural dialogue, especially among young people. PRIME reiterates how successful brands do more than just sell a product. Great brands have clear values and a defined personality, but they also seek to understand the social and cultural dynamics of their audience. PRIME sells not just a drink, but an experience and an identity that has deeply resonated with its target audience (already won over by the founders before creating the product).
In conclusion, PRIME’s meteoric rise illustrates the importance of understanding that a successful brand is one that connects with its audience on a level that goes beyond the product. Through clear positioning, with defined values and personality, an identity that represents its essence and, above all, a brand culture relevant to its audiences.
PRIME is a faithful testament to the power of influence and the importance of building a brand strategy. PRIME has demonstrated, once again, that a brand is much more than its product; it is a symbol, a lifestyle, a voice in culture. PRIME is definitely an example of how a clear and defined brand strategy can create not just buyers, but brand ambassadors.
To End the Story
Finally, one day when my kids and I were in the area of the supermarket that sold them doing other things, my younger son suggested with a hopeful attitude to check if by chance they had PRIME, saying, “let’s see if they have PRIME, we are already nearby, it costs us nothing”. It seemed like an excellent idea. With each step we took inside the supermarket towards the aisle we had visited so often, the excitement grew (including mine). Seeing the shelf stocked was like finding gold. We bought all the flavors available and even took photos with them.
