Prime Hydration energy drink sold like hot cakes when it launched at Checkers in the Loftus Park Shopping Centre, in Pretoria, on Monday 1 May. Photo: Neil McCartney / The Citizen
Tweens, teens and pressured parents started queueing from the crack of dawn outside Checkers stores to get their hands on the Prime hydration energy drink made famous by influencers and boxers Logan Paul and KSI.
Checkers is the country’s official retail partner of the trendy energy drink, which will cost you about R40 for a bottle.
ALSO READ: Did you pay R500 for a sip of Prime? Prepare to kick yourself
Each 500ml bottle of Prime Hydration has around 20 calories and is advertised as “an ideal thirst quencher” for consumers who wish to “rehydrate, refuel and replenish their energy levels”.
It is made up of 10% coconut water, with zero added sugar or caffeine, and contains electrolytes, vitamins A, E & Zinc and branched-chain amino acids (BCAAs).
The energy drink trended on Twitter as Tweeps posted some footage of people standing in line for a bottle or two or three of the energy drink, which targets children.
Prime Hydration was launched in the United States (US), United Kingdom (UK) and Australia in January 2022 by YouTube stars Logan Paul and KSI to much excitement among Gen Z customers.
It did not take long for it to turn into a global viral sensation with Logan Paul and KSI boasting a combined following of around 100 million fans.
ALSO READ: WTF is Prime Drink and why does it cost R500 a pop?
Trends analyst Bronwyn Williams told EWN that the popularity of Prime was rooted in how scarce it was to find.
“Teenagers, like all human beings, but particularly younger people, are very susceptible to phenomena such as mimesis, which really refers to the fact that we want what other people want and in particular, we want what other perceived to be high-status people want.”
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