2023-07-11 13:44:22
– Why all children want this energy drink
The bottles are sold out in the USA, and a veritable black market is emerging in schoolyards: what the hype drink “Prime” is all regarding and why politicians are warning regarding it.
Jurgen Schmieder from Los Angeles
Posted today at 3:44 p.m
Bottled Prime has no caffeine, but canned Prime has quite a bit of caffeine.
Photo: Keystone
With every visit to the US supermarket, there is this moment of complete overwhelm, whether you want butter, chocolate or bread. There is not just butter, chocolate or bread there, but everything in hundreds of variants. You are therefore happy regarding precise information and are not even surprised when your son asks you to bring Prime with you, and it is essential that it comes from the bottle and not from the can. Prime is this new hype drink from Logan Paul, he says, you know him. And once once more: no can!
It’s certainly not unfair to Logan Paul – influencer, YouTube star, newcomer to martial arts – to say that he’ll do just regarding anything anyone is watching. And that he really jumps on every single sow that’s being herded through the village – and this summer, that’s drinks. “The status symbol this summer vacation isn’t an outfit or a toy, it’s this drink that’s being so ludicrously advertised,” says Chuck Schumer. The Democratic Senate Majority Leader held up a red, white and blue can (flavored Ice Pop) for the cameras as he asked the US Food and Drug Administration to please investigate the drink more closely. Since then, at the latest, it has also been known why the son wanted a bottle and in one case a can: Bottled Prime contains no caffeine, but canned contains 200 milligrams, i.e. two and a half times as much as Red Bull and six times as much as Cola.
Unique selling point is the celebrity promoting it
The energy drink market in the USA is the Wild West, because the food authority is a pass-through store, especially compared to Switzerland, where everything is allowed that doesn’t kill you at the first sip. What is so fascinating from a marketing point of view: hardly anyone knows the difference between Prime, Bodyarmor, Electrolit, Vitamin Water, Replenish, Reign, Fast Twitch, Celcius, Ghost, C4 and whatever they are called. It has symbols on it that look sort of fitness (on the Prime bottle: a flexed bicep, a coconut, and a lightning bolt for electrolytes); keywords such as “sugar-free” or “gluten-free” are noted; and they all have celebrities marketing it. Paul, for example, made a Tiktok video in which he suggests outfits that go with each Prime bottle. The unique selling point is no longer the drink, but the celebrity who advertises it.
And the plan is working: According to a study by Grand View Research, the $100 billion market for energy drinks is expected to grow by 8.4 percent annually. Many of the products are intentionally hard to get or are even sold out, including the Prime bottles – the principle of artificial shortages. No wonder young people haggle for it on the schoolyard black market. And Chuck Schumer probably did the Prime manufacturers a favor with his warning. Because if young people are known for one thing – remember the mid-nineties when Red Bull was still considered dangerous and that’s exactly why it was so popular – it’s that they absolutely want everything they are said to have shouldn’t have it at all.
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