"It's a symbol of membership in a fan club, a sign of belonging to that community."Īnd that community is the one that's been built and sustained by the faces behind the brand: Paul and KSI. "This goes well beyond the value of the drink," says David Craig, a professor of social media communications at the University of Southern California.įor Prime drinkers, holding a can is "a status symbol," Craig told NPR. FC Barcelona is also rumored to be exploring a contract with Prime to replace its relationship with Gatorade. Prime has been named the official sports drink of the Los Angeles Dodgers, the Arsenal Football Club and the UFC.
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When Prime launched in Australia earlier this year, hundreds of hopeful patrons packed in the street, clamoring for a free sample. Lucky Instagrammers share images of empty Prime bottles lined up like 2023's equivalent of a prize beanie baby collection, but for rowdy teen males. Since the brand's launch in 2022, Prime products have gained a cult-like following, causing the drinks to fly off shelves in the U.K.
But the third product pledges "energy," which, according to the ingredient label, comes in the form of caffeine - a hefty 200 mg of it per 12 oz can.Ī small warning on the back of the product warns it's "not recommended" for those under age 18 or "people sensitive to caffeine."īut in terms of the brand's online marketing - much of which takes the form of social media posts - there's not much visual distinction between Prime's recovery drink and its energy drinks.īoth come in brightly colored packaging, with summery flavors like "Ice Pop" and "Tropical Punch." Both products are available in the U.K., Canada, Australia and the U.S., retailing for around $2.50 per bottle - but that's if you can find them.ĪP Fans react as KSI and Logan Paul arrive to promote an energy drink on an open top bus, traveling through London in June 2022. Two of its products are geared towards post-workout recovery, offering Gatorade-esque servings of electrolytes and vitamins. Prime bills itself as a purveyor of sports hydration, filling "the void where great taste meets function" and helping one "refresh, replenish, and refuel." The energy drink is one of three products sold by Prime, a brand owned by Louisville-based Congo Brands and promoted by YouTubers Logan Paul and Olajide Olayinka Williams Olatunji, who goes by KSI. Here's what to know about the hype and the risks. Food and Drug Administration to investigate the products, saying they contained more caffeine than is safe for child consumption. Prime energy drinks (stylized by the company as PRIME), a growing status symbol among Gen Z'ers, are facing backlash this week after Schumer, D-N.Y., called on the U.S. In the agreement reached, Phusion Projects admitted no wrongdoing but promised not to promote the product to underage people, in schools, or on college campuses to not post any promotional material depicting or condoning misuse of alcohol and to no longer hire any models under the age of 25 or who appeared to be under 21.It's fruity flavored, it pops in TikTok videos and, according to Senate Majority Leader Chuck Schumer, it poses a serious risk to the health of America's teenagers. According to CBS, a second case, settled in New York in 2014, was directed at Four Loko's marketing. But the company had anticipated the warning and already had an action plan to alter its recipe, removing the caffeine from the drink, per ABC News.įour Loko also changed the way it marketed itself. While Phusion Projects' co-founders and managing partners maintained Four Loko was as safe as enjoying two glasses of wine with dinner and then having a cup of coffee, they were faced with "a difficult and politically-charged regulatory environment at both the state and federal level," reported CBS News. Phusion Projects was given 15 days to respond. "While not an outright ban, the FDA says it's the first step in that direction," reported ABC News at the time.
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