The best-selling Prime Hydration drinks created by social media superstars Logan Paul and KSI is being sold for a staggering 412 percent mark up in the UAE, Arabian Business has learned.
Launched in January, Prime Hydration is already the sixth-largest sports drinks brand in the US, with more than 110 million drinks sold and nearly $200 million generated in revenues.
However, while the drinks are available in the US for $2, or $12.99 for a pack of 12, UAE prices are now $153 (AED564) for a pack of 12, with individual drinks sold for nearly $14 (AED49.50) per bottle.
The drinks – featuring seven different flavours – were created by Logan Paul and KSI, in collaboration with US-based Congo Brands. There is no suggestion that Paul, KSI or Congo.
Brands are directly benefiting from the price mark ups. The company has also recently launched a series of hydration sticks.
Paul and KSI were originally bitter social media rivals and twice fought each other in boxing fights, before collaborating for the launch of Prime. Between them, they command over 36 million followers on Instagram alone, and regularly use social media to promote their drinks brand.
One industry expert told Arabian Business: “One day people will write books on Prime – it’s basically one of the world’s most successful and best-selling drinks, and they have spent around zero dollars in actual traditional marketing and advertising. That’s the real power of social media.”
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