The soft drinks brand Prime was launched in January 2022. It was promoted by influencers Logan Paul and KSI. According to an article in TheConversation.com (2023), the brand achieved sales worth 250 million US dollars in its first year. In the UK, supermarkets had to restrict sales of the brand due to stock shortages and, at one point, 12-packs of the drink sold via online resellers for more than £1,000.
The phenomenal success of the brand’s launch can be attributed to the popularity of the influencers - between them, they had over 40 million YouTube subscribers. Their ability to engage their audience and amplify the reach of their videos (e.g., by inviting other famous YouTubers to try Prime) enabled Prime to establish global fame and spectacular sales within just a few months - something that few brands have ever achieved. The hype surrounding Prime didn't last forever; fashionable brands can quickly become passe, but the brand generated huge profits in its heyday and is still widely available today (last updated in 2024). There have been cases of celebrity-driven brands that have gone on to achieve major, long-term success, such as Chuck Taylor’s Converse All-Star sports shoes and Beats headphones by Dr. Dre. |