How did a drink created by two YouTubers scare Coca Cola? Here is the story of KSI, Logan Paul and their drinks brand Prime
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GamingTranscript
00:00 From YouTubers to owning a company worth over $8 billion dollars.
00:03 But how did Prime move so fast?
00:05 Introduced to the world in January 2022, Prime Hydration is a drink co-owned by YouTubers
00:10 KSI and Logan Paul that immediately revolutionised the market.
00:13 Through the pair's tens of millions of subscribers, their social media hype marketing generated
00:18 a demand that could not be filled.
00:20 As Logan and KSI fostered a culture around the drink through fan engagement, the other
00:24 owners of Prime moved forward with sponsorship deals that increased global reach, striking
00:29 deals with the UFC, football teams in England, Spain and Germany, as well as several huge
00:34 athletes.
00:35 And as sales for 2022 topped $250 million, there was a new announcement.
00:40 Prime Energy, a caffeinated and carbonated version of the drink, which arrived in 2023,
00:45 opening the brand up to its target audience in more ways than ever before.
00:49 And while regulatory issues such as bans in New Zealand have threatened to hinder the
00:53 company's progress, a range of new flavours and ties to some of the world's biggest sporting
00:56 events have ensured Prime is here to stay.