THE RISE AND FALL OF PRIME - LOGAN PAUL AND KSI'S MARKETING MADNESS

Summary from the TLDR Marketing newsletter

Launched by Logan Paul and KSI in 2022, Prime Hydration became a Gen Alpha status symbol through artificial scarcity, viral stunts, and social media hype. Bottles were resold for hundreds as kids treated launches like exclusive drops. However, once Prime became widely available, its appeal faded and sales dropped sharply. The brand lacked the fundamentals—product quality, loyalty, and consistent demand—that support long-term success. While influencer marketing can drive quick wins, lasting brands require more than visibility and hype.