Prime is owned by Prime Hydration, LLC. We will dive deeper into the ownership further down on the page.
Founded: 2022
Country of origin: USA, UK
Industry: Non-alcoholic drinks
Owner: Prime Hydration, LLC (Max Clemons and Trey Steiger)
Type of Company: Private
Website: www.drinkprime.com / www.drinkprime.uk
What is Prime?
Prime is an energy drink company, which produces a range of sports drinks and energy drinks.
Who owns Prime?
Prime is owned by Prime Hydration, LLC. Most people will associate the brand with YouTubers Logan Paul and KSI. And while they are the faces of the brand, they are not majority owners. In fact, the company Prime Hydration is primarily owned by American businessmen Max Clemons and Trey Steiger.
Since it’s a private company, it’s impossible to know exact ownership percentages, but it’s likely that Clemons and Steiger hold the majority, while KSI and Logan Paul have a minority ownership, while also being paid for their promotional ventures.
The company is associated with Congo Brands, which is a company owned by Clemons and Steiger, and have produced other energy drink brands prior to launching Prime.
Marketing of Prime
The marketing strategy for the energy drink Prime leverages a combination of influencer partnerships, social media presence, and strategic product placements. A key aspect of Prime’s marketing involves collaborations with high-profile influencers and content creators across platforms like YouTube, Instagram, and TikTok. These influencers promote the drink to their extensive follower bases, creating organic, user-generated content that enhances brand visibility and credibility.
Social media platforms serve as a critical avenue for Prime’s marketing, where the brand actively engages with its audience through regular posts, interactive stories, and exclusive promotions. The use of visually appealing content and the strategic timing of posts are designed to maximize engagement and reach.
Additionally, Prime employs strategic product placements in events, music videos, and collaborations with other brands to diversify its visibility and appeal to a wider audience. This multi-channel approach ensures that Prime maintains a strong and dynamic presence in the competitive energy drink market, appealing to a young, energetic demographic that values authenticity and influencer endorsements.
This strategy is led by KSI and Logan Paul, who will promote the brand wherever they go
Controversy
Since the audience of KSI and Logan Paul are young, criticism has been levied against the company for promoting unhealthy drinks to young people. It has had a myriad of regulatory challenges, as the drink contains too much caffeine according to local regulation.
The drink’s initial popularity caused many outlets around the world to import it on their own, and charge exorbitant prices, with the drink selling for hundreds of dollars. This, combined with the illegality of the product due to the contents, led to localized versions with lower caffeine contents being produced and sold around the world.