Information reaching Kossyderrickent has it that South Africans were seen rushing into Checkers to buy Logan Paul’s Prime Hydration drink. (Read More Here).
The strategy involves prominently setting an initial product price to tell people what it is worth to capitalize on their inherent tendency to rely on an initial piece of information to guide their future decisions.
In PRIME’s case, numerous social media posts and news reports emerged in April that young people are paying R400 per bottle for the new sports drink.
Trends analyst Bronwyn Williams said that the popularity of Prime was rooted in how scarce it was to find.
“Teenagers, like all human beings, but particularly younger people, are very susceptible to phenomena such as mimesis, which really refers to the fact that we want what other people want and in particular, we want what other perceived to be high-status people want.”
PRIME will be sold at selected Checkers and Checkers Hyper stores and on Sixty60 in the Western Cape, Gauteng and KwaZulu-Natal. It will roll out to the rest of South Africa from today and throughout the month.
In an attempt to add to the hype, Checkers is also inviting customers to join them and TikTok South Africa to celebrate the launch of PRIME at prominent stores.
However, apart from artificial hype, there is nothing particularly special about the product.
It is similar to most other sports drinks, is not really exclusive, and is not particularly expensive in markets like the United States. According to Radio 702, “PRIME is a hellishly expensive sports drink which kids here and abroad are obsessing over”, pitching the price between R400 and R650 per bottle.
The drink has been promoted by YouTubers Logan Paul and KSI promote, starts at around R274 per bottle, increasing to over R1,000 per bottle, online.
The drink is owned by popular YouTube stars, KSI and Logan Paul.
In scenes reminiscent of Black Friday, people – particularly parents, across the country woke up bright and early to queue outside Checkers stores to be the first to buy the popular Prime energy drink.
The drink has taken the world by storm, retailing for up to the equivalent of R1,000 each on resale sites in the United Kingdom and the United States of America.
