5 Strategies PRIME Used to Scale to $3.1 Billion

Did you know that PRIME energy drink was so much in demand? , that it was being resold for $1500 at one point!!

Founded in January 2022, PRIME is the brainchild of Paul Logan, a 29-year-old influencer turned professional wrestler who boasts over 65 million followers across Instagram, Youtube and TikTok, and KSI, a 31-year-old British boxer and entrepreneur with over 24 million YouTube subscribers.

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Their ideas was to create a “better-for-you hydration” drink that combines great taste with functional benefits, targeting a market seeking healthier alternatives to traditional energy drinks.
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They Positioned PRIME as a lifestyle brand that embodies energy, ambition, and a global community spirit.

Unique Selling Point:

• Health-Conscious Formula: Uses coconut water, BCAAs, antioxidants, and electrolytes, claiming to offer a healthier alternative to high-sugar energy drinks.
• Global Appeal: Leveraging Founder’s Built in Audience, the brand offered a range of flavours catering to different taste preferences, by promoting a message of unity and collaboration across different markets.​

Ticket To Fame

1. Launched challenges like the #PrimeDance and fitness challenges encouraging user participation.
2. Fans became a large part of User Generated Content Startegy, creating videos and posts, amplifying brand visibility organically.
3. Became the official sports drink of the Ultimate Fighting Championship (UFC).
4. Celebrities like Kevin Hart and Dwayne “The Rock” Johnson mentioned PRIME in interviews and social media.

Financial Milestones:

• During the Launch in 2022, PRIME Energy sold more than 1 Million Units in Just First 30 days of Launch.
• Within a year of Operations, crossed the $250 Million Mark.
• By mid-2023, the company reported $500 million in revenue.
• In the same year, PRIME expanded its availability in Canada, Australia, and parts of Asia. It also launched in large chains like Costco and 7-Eleven.
• PRIME is projecting to cross $1 Billion Annual Revenue at the end of 2025.

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Did you know that inspite of being claimed as Healthy, in 2023, Canadian Authorities for Food Safety actually recalled PRIME energy drink from the market because of its Caffeine Content?

5 Strategies PRIME Used to Scale to $3.1 Billion Business

1. Brand Storytelling: Shared their entrepreneurial journey on personal channels, creating a narrative that fans could follow.
   Startups should leverage the personal brands of founders or team members to build authenticity and connect with their target audience.
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2. Digital First: PRIME’s digital-first approach allowed for rapid and cost-effective marketing.
   By Utilising social media strategically to engage with customers, they expanded their distribution footprint without significant advertising spend.
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3. Capture Trends: PRIME enjoyed a competitive edge amidst growing demand for healthier beverage options.
   Its crucial to understand growing marketing trends in order to build a growth plan and stand out from competitors.
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4. Strategic Distribution: Collaborations Like UFC amplified PRIME’s brand presence and credibility.
   Brand should always make a note to form partnerships that align with your brand values and can introduce your product to new customer segments.
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5. Community Engagement: A lot of Success of PRIME can be attributed to the built -in audience of its founders and how they fostered a loyal community that led to organic promotion and sustained interest.
   Brands should learn how to cultivate a community by encouraging interaction and making customers feel heard and valued.