If there’s one drinks brand that’s become a case study for overnight success and equally rapid downfall, it’s Prime. Launched under Congo Brands, the venture was propelled into orbit by two of the world’s most recognizable YouTubers—Logan Paul and KSI. Their faces were everywhere in 2022: splashed across billboards, social feeds, and even UFC octagons. The momentum was jaw-dropping: Prime racked up a staggering $250 million in global retail sales in its debut year. In the UK, sales soared to over £112 million in 2023.
What fueled this frenzy wasn’t product quality—it was unstoppable hype and engineered scarcity. Bottles were a playground currency, fetching ludicrous mark-ups on eBay. Kids craved them, parents queued for hours. With every restock, Prime’s mystique only grew—scarcity had reached fever pitch.
But if you blinked, you missed the warning signs. When a product leans entirely on buzz and not taste, the fade is never far behind.
The crash landing: public backlash and collapsing sales
By 2024, the UK’s infatuation with Prime had vanished. Sales crumbled to just £32.8 million—a jaw-dropping 70% collapse in a single year. The problems were multi-layered and, in hindsight, almost inevitable.
- Product complaints ballooned: Sweetness verged on syrupy, with many describing the flavor as artificial and unpalatable after a single try.
- Prime Energy’s caffeine shock: The energy drink variant boasted more than three times the caffeine of Coke, even surpassing Red Bull. Hospitalizations, lawsuits, and front-page scandals followed—hardly ideal for a drink pitched predominantly at under-18s.
- Legal headaches exploded: A $68 million lawsuit over unmet contracts, unpaid supplier bills, allegations of “forever chemicals” (PFAS), and even a trademark spat with the US Olympic Committee put the brand under siege.
- Schools and parents rebelled: With mounting health fears, schools swiftly banned the drink and parents stopped buying. The backlash grew louder than the marketing ever was.
When adults unite against a youth-driven brand, its days are numbered.
Brand hype vs. lasting legacy: what Prime teaches us
It wasn’t just the numbers that made headlines—it was the business world’s reaction. LinkedIn was abuzz, with many hailing Logan Paul as “an entrepreneurial genius.” Yet, Paul's controversial past—from crypto scandals to the infamous "suicide forest" debacle—draws into question what we celebrate as business acumen.
Should short-lived, hype-fueled success excuse persistent ethical missteps? The veneration felt misplaced—triumph, after all, should not erase accountability.
Three unmissable lessons buried in the bottle
Prime’s dramatic fall isn’t just gossip—it’s a powerful roadmap for entrepreneurs and brands:
- Choose ambassadors wisely: Hitching your business to polarizing personalities creates fragile brands. Their controversies become your liabilities.
- Scarcity is not sustainability: Inflated demand is thrilling, but fleeting. When supply catches up, loyalty—powered only by quality—determines survival.
- Great marketing can’t substitute great product: Hype may sell once, but only substance keeps customers returning. Enduring giants like Coca-Cola or Red Bull endure because people genuinely crave what’s inside the bottle.
Looking beyond the hype: the real challenge for today’s brands
Prime’s saga challenges all of us to look past viral moments and headlines. What truly endures is trust, quality, and staying power. The lesson rings clear: long-term victory goes not to the flashiest, but to the brands that quietly—but confidently—deliver value.
As the next wave of must-have products competes for our attention, it’s worth asking: Will we continue to be seduced by clever marketing, or will we demand more substance from the brands we celebrate? The answer might just shape the business legends of tomorrow.