Why is Prime so Popular?

When I say ground breaking, what do you think of?

Something revolutionary right? Man on the moon, the birth of the internet, the iPhone.

I bet you wouldn't picture a sports drink. I certainly bet you wouldn't picture a sports drink created by YouTubers

But, here we are, talking about PRIME Hydration and why it's been so damn effective in its marketing, disruption and it's community building.

What is PRIME?

PRIME Hydration is a sports drink created by British YouTuber KSI and American YouTuber Logan Paul.

It has been created to disrupt the energy/sports drink market by taking on the likes of Gatorade, Lucozade, Powerade and all the other kinda 'ade' sport drinks I don't know about.

Not only that, but it's also coming to take some of Red Bull's cake too with their latest creation of PRIME Energy.

But at the end of the day, it's a sports drink. Why is it so damn popular? Well, combining my love of YouTube and my day job of marketing, let's break this down shall we?

It's Scarce (Or at least has been)

When this was first released in the UK, product availability was so scarce. Initially being released in ASDA's up and down the country, queue's formed at 6am just to get a whiff of this thing.

Shelves would be ransacked, and PRIME wouldn't be there. The early birds had certainly been getting the energy drink worm.

So for those who just wanted to know what it was like, they couldn't get it. Which means the intrigue built; is it really that tasty? Does it work? What does the actual bottle look like in the flesh?

All of this builds up to a customer base who know about the product but can't get it. All they can think about is when they can get their hands on it.

And when they do, what do they do about it? That's right post about it on social media.

Which leads me on to my second point:

It's Surreal

PRIME is the official partner of Arsenal FC (current Premier League leaders as I write this). They have partnered with the UFC (the biggest MMA corporation as I write this). They have aired a Superbowl ad (the pinnacle of advertising).

This is a company that has been in existence for less than 2 years.

The traditional platforms that PRIME is invading means that it is turning heads of those who don't belong in the target audience of KSI's or Logan's fans.

Being able to hold a bottle that KSI holds or taste a drink that you see your favourite football players drinking, knowing that someone you watched make videos in their bedroom is the creator behind it.

It's surreal.

I've personally been watching KSI since I was a teenager. Aside from his music, boxing etc. this is a person who I can now speak to my girlfriends dad about, because he knows who KSI is.

I watched this guy make FIFA videos at 1am in the morning and I remember him trying not to laugh too loud because his mum would wake up.

It truly is surreal about the power that comes with having a community.

It's Distinct

All credit due to the product designer because the bottles are bold, differentiating and eye-catching.

The large, black font that contrasts the bottle colour means that, when placed on the shelf, you can't not look at it.

Whilst it isn't quite Coca-Cola's design brief of being so distinct, people will know it by touch, but in comparison to the rest of them, there is no sports cap, there is no squeezing the fluid out.

It's all about having a strong grip on a bottle that supports you back.

The sturdy bottle also helps with product placement. Imagine trying to distinctly place a Lucozade bottle on the seat in front of you. The branding wouldn't get out.

Take a luminescent bottle and big letters that just says 'PRIME' and the message hits a lot harder.

It Works

This is a drink that was created to challenge the big brands. It does that by appealing on the health factor. It's not filled with sugar, it's filled with coconut water and electrolytes (and other stuff too of course).

For a parent, that's a green flag.

To come back to the point of Arsenal FC providing their players with this drink, it speaks volumes about the performance aspect.

It isn't just some YouTuber's doing a smash and grab, this is a drink that actually works.

It tastes very sweet in my opinion, but what sports drink isn't nowadays?

It's gluten-free, soy-free, vegan, kosher, recyclable and is halal (although, the website does say that it doesn't hold a certification, but that's because it doesn't use ingredients that would require one).

It ticks all of the boxes.

Is it worth the Hype?

As a sports drink, I think PRIME's variety of flavours makes it stand out from the rest.

Would I buy this if I wanted electrolytes? Yeah. Would I buy the other sports drinks if PRIME wasn't available? Absolutely.

For me, I am more impressed about the context of how PRIME has been born more than the product itself.

This has been a leading example of how creators are here to disrupt traditional business and anyone with a community has the power to change the world.