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Gen Z’s Gatorade
The masterful marketing tactics behind Logan Paul and KSI’s beverage juggernaut
It is unlikely you will find many people working together in business who actually hate each other. In fact, today, there is so much work drama in venues all over the world that it is hard to even see if friendships are a possibility.
But on this one particular, rare occasion, a rivalry strangely enough turned into a billion-dollar company.
The story of Logan Paul and PRIME is one of the most fascinating case studies in modern marketing. It shows how internet clout can build an empire. But it can also lead to massive challenges that come with maintaining that kind of viral hype.
But how did the PRIME beverage come to be? Who originated it?
From Enemies to Business Partners
Before the drink, Paul and British YouTuber/rapper KSI were bitter internet rivals. Both fought each other in two massive, highly publicized celebrity boxing matches in both 2018 and 2019. The fights drew millions of viewers, according to Screenwise.
By January 2022, the two shocked fanbases by announcing via Instagram Live that they were putting their rivalry aside to launch a beverage company together. While the two were faces of the…
