Prime’s launch was a viral marketing masterclass, leveraging the star power of Logan Paul and KSI to generate immediate hype, sell-outs, and rapid market share gains — reaching 32% of the UK sports drink market in under a year.

Initial success was driven by FOMO and scarcity, not by product fundamentals. Once availability normalized, sales collapsed — down >50% YoY in early 2024, exposing weak repeat rates and shallow brand engagement.

Prime failed to build sustained penetration, as many early purchases resembled collectible hype rather than habitual FMCG consumption. Lack of functional or emotional stickiness limited repurchase.

The brand launched too many SKUs too quickly — 18 in just 18 months — mimicking a content creator strategy rather than an FMCG growth model. This led to brand confusion, especially between hydration and energy ranges.

Distribution and pricing strategy lacked coherence: Prime was priced at a premium (£2.50) but over-indexed in convenience stores rather than grocery. Deep discounting followed as sales slowed, damaging brand perception.

Entering the Energy category was a misstep: With high caffeine levels and fierce competition from Red Bull and Monster, Prime lacked credibility and differentiation, triggering backlash and undermining its hydration positioning.

Fundamentals matter more than fame: Prime’s underwhelming hydration efficacy and confusing product architecture undermined performance. Even the strongest celebrity halo can’t compensate for a weak consumer proposition.

Celebrity-led brands need more than followers: Engagement, authenticity, feedback loops, and community listening are critical. Prime failed to capitaliSe on its influencer roots for co-creation or real-time market learning.

The Prime case is a cautionary tale: Celebrity-backed FMCG brands can scale fast — but without repeatable value, strategic focus, and community insight, they risk burning out just as quickly as they rise.

Still, Prime’s impact is undeniable: From £0 to £150M in sales in one year, it reshaped category dynamics, disrupted shopper behavioUr, and demonstrated how digital-first storytelling can supercharge brand launches.