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From Viral Stunts to Controversy: The Marketing Strategy Behind Prime Hydration

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When you think about hydration drinks, a few big names likely come to mind—Gatorade, Powerade, and maybe even newcomers like BODYARMOR. But then, out of nowhere, Prime Hydration came crashing onto the scene, making waves across social media and beyond.

Prime Hydration website

Co-founded by YouTube titans Logan Paul and KSI, Prime Hydration skyrocketed to success, reaching a staggering $250 million in sales within its first year.

Recently, there have been signs of a decline, leaving many to wonder: was Prime’s success just a flash in the pan?

Even if it was, there are still valuable lessons to learn from the brand about generating hype. In this article, we’ll break down the strategies that fueled Prime’s meteoric rise.

Let’s get started!

Step 1: Leverage existing influence

Prime Hydration’s launch wasn’t just about introducing a new product—it was about harnessing the power of an already captivated audience. 

Logan Paul and KSI didn’t have to build their customer base from the ground up. Instead, they tapped into a loyal following of almost 50 million YouTube subscribers who were already engaged and eager to support their latest venture.

Logan Paul YouTube subscribers
KSI YouTube subscribers

This strategy of leveraging existing influence offers several key takeaways for any brand looking to make a big impact from the start.

Build your audience before you need it

By the time Logan Paul and KSI launched Prime, they had spent years cultivating a relationship with their followers, establishing trust, and creating content that resonated. 

This meant that when they finally had a product to sell, they weren’t marketing to strangers—they were offering something to an audience that was already invested in them.

For other brands, the lesson here is clear: start building your audience before you need it. Whether through social media, email newsletters, or community events, nurturing a following in advance can make all the difference when you’re ready to launch a new product or service.

Create buzz before the big reveal

The build-up to Prime’s launch was masterful. By gradually releasing teasers and snippets, the founders created anticipation and curiosity. This pre-launch buzz ensured that by the time Prime was available, there was already significant demand.

Prime teaser on Instagram

The lesson here is to create excitement before the official launch. Use countdowns, sneak peeks, and exclusive offers to generate interest and get people talking about your product before it even hits the market.

Leverage your influence, no matter the size

While not every brand has the advantage of mega-influencers like Logan Paul and KSI, the principle of leveraging influence still applies. 

Whether you have 500 or 500,000 followers, the key is to maximize your reach by engaging people who are already paying attention. 

Micro-influencers, niche communities, and even loyal customers can become powerful advocates for your brand if you approach them with the same level of care and attention.

Step 2: Create demand with scarcity

When it comes to motivating customers to hit that “buy” button, few strategies are as effective as playing on the fear of missing out (FOMO). Prime Hydration tapped into this psychological trigger perfectly by making their product hard to get right from the start.

At launch, Prime was available exclusively online, which immediately gave the brand an air of exclusivity. It sold out just a couple of days after launching. 

Prime Hydration sold out post on Instagram

Retailers like Aldi added to this by rationing purchases—some customers were only allowed to buy one bottle per flavor. This turned each purchase into a rare opportunity, making the drink even more desirable.

And it worked. The harder it was to get a bottle of Prime, the more people wanted it. Some stores saw lines of people waiting for hours, and resale prices on platforms like eBay soared, with some listings reaching thousands of pounds for a single bottle. 

This scarcity tactic not only drove massive demand but also fueled a sense of urgency that made Prime feel like a must-have product.

However, as Prime expanded its distribution, that sense of exclusivity began to fade. The initial consumer frenzy cooled off, highlighting the double-edged nature of scarcity. While it’s a powerful tool to create hype, it can be challenging to maintain once your product becomes more widely available.

The takeaway? Scarcity is a brilliant way to create demand, but it needs to be carefully managed to sustain long-term interest. 

As Prime’s experience shows, the aura of exclusivity is fleeting, so brands must evolve their strategies to keep the momentum going.

Step 3: Use guerrilla marketing tactics

When it comes to guerrilla marketing, Prime pulled out all the stops. 

Logan Paul arriving at a Prime event in a helicopter? Check. Influencer Johnni DiJulius screaming “Drink Prime” before base jumping from a helicopter? Double-check. 

These stunts weren’t just about getting attention—they were about creating moments that would be shared, talked about, and remembered.

Let’s break down some of Prime’s most outrageous tactics and explore the valuable lessons that can be learned from each.

Fake employee stunts

Logan Paul and KSI dressing up as Prime employees and going undercover in Walmart was more than just a funny prank—it was a stroke of marketing genius. By interacting with fans in disguise, they created a unique, personal experience that fans were eager to share. 

The resulting videos went viral, racking up millions of views and catapulting Prime’s visibility.

What can you learn? Create personal, memorable interactions. 

This stunt worked because it was unexpected and personal. It blurred the lines between celebrities and everyday life, making fans feel like they were part of an inside joke. For your brand, think about how you can create memorable, one-on-one interactions with your audience.

Whether it’s through in-person events, surprise appearances, or unexpected giveaways, creating moments that feel personal can lead to powerful word-of-mouth marketing.

Helicopter arrival

@daznboxing @Logan Paul arrives on a helicopter 👀👀 #loganpaul ♬ original sound - DAZNBoxing

Sure, Logan Paul arriving at a Prime event in a helicopter was flashy. But it was also a powerful statement. This dramatic entrance was anything but subtle… it was all about making sure that everyone knew Prime Hydration was a big deal. 

The stunt not only generated excitement but also visually reinforced the brand’s popularity and success.

What can you learn? Make a grand entrance. 

In marketing, sometimes you need to go big to make a lasting impression. This stunt worked because it was both visually striking and perfectly aligned with Logan Paul’s larger-than-life persona. 

For your brand, consider how you can create a “grand entrance” in your marketing efforts. It doesn’t have to involve a helicopter, but it should be something bold that grabs attention and sets the tone for your brand’s identity and message.

Influencer screaming stunts

@loganpaul DRINK PRIME 👍🏼 @Prime Hydration x @Johnni DiJulius #fyp #foryou #drinkprime ♬ original sound - Logan Paul

Having influencer Johnni DiJulius scream “Drink Prime” before base jumping from a helicopter was a bold move that combined extreme sports with brand promotion. 

This stunt wasn’t just about the shock value—it was about creating a buzzworthy moment that would get people talking and sharing.

What can you learn? Leverage the power of the extreme and the unexpected. 

This stunt was successful because it pushed the boundaries of what people expect from brand promotions. It combined the adrenaline of extreme sports with the simplicity of a brand message, creating a memorable and shareable moment. 

For your brand, think about how you can incorporate elements of surprise or excitement into your marketing. Whether through extreme challenges, unexpected endorsements, or daring content, pushing the envelope can help your brand break through the noise.

Step 4: Embrace controversy

As the saying goes, no press is bad press. In Prime’s case, controversy has often worked in the brand’s favor. 

Whether due to Logan Paul and KSI’s polarizing public personas or the chaotic launch events that saw fights breaking out over limited stock, Prime was always in the news. And not always for the right reasons.

Remember when celebrity chef Gordon Ramsey compared the drink to swallowing perfume? Criticism like this only added fuel to the fire. 

People wanted to try Prime just to see what all the fuss was about. 

Even political scrutiny, like the investigation called for by Senator Chuck Schumer over Prime’s marketing practices, ended up amplifying the brand’s visibility. 

In a crowded market, sometimes controversy can be your best friend.

Wrapping up

Prime Hydration’s rapid rise offers a masterclass in modern marketing. From leveraging the star power of its founders to creating demand through scarcity, employing bold guerrilla tactics, and even embracing controversy, Prime showed us all how to capture attention in a crowded market. 

But their experience also illustrates that initial hype can only carry a brand so far. To sustain long-term success, you’ll need innovation, adaptability, and a deep understanding of your audience.

For brands looking to replicate Prime’s early success, the key takeaway is this: don’t be afraid to be bold, authentic, and strategic. Build a strong connection with your audience, keep them engaged with unique and memorable experiences, and always be ready to evolve as the market changes. 

With the right mix of tactics, your brand can make a lasting impact—even in the most competitive of industries.

Learn more

Looking for more marketing breakdowns? Check out these articles:

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Written by
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Nikolett Lorincz

Nikolett is the Head of Content at OptiMonk. She is obsessed with content marketing and loves creating educational content for ecommerce store owners. She truly believes in the importance of quality over quantity.
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