For being less than two years old, Prime energy and sport drinks are already enduring a major growth spurt. Prime launched in January 2022 and is a joint creation between influencers (and former boxing rivals) Logan Paul and Olajide “KSI” Olatunji.
Prime launched in January 2022 and is a joint creation between influencers Logan Paul from the US and Olajide “KSI” Olatunji, who is from the United Kingdom. They have amassed tens of millions of followers on Instagram, YouTube and TikTok and capitalized on their influence to create a line of drinks that have become an instant success and disrupted the energy drink category.
“As a brand, our top priority is consumer safety, so we welcome discussions with the FDA or any other organization regarding suggested industry changes they feel are necessary in order to protect consumers.” Both Paul’s and KSI’s followers on social media skew young. On Instagram, 61% of Paul’s followers are 24 years old or younger and on TikTok nearly 80% of Paul’s followers are 24 years old or younger, according to Fohr, an influencer marketing tech company.
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