By: Natasha Archary
PRIME drinks have officially launched in the country and it’s sending South Africans into a frenzy.
The popular energy drinks which were launched by YouTube stars Logan Paul and KSI in January 2022, is the official global sports drink for UFC.
With a retail price that was at first set at R500 for a 500ml bottle, South Africans flocked to their nearest Checkers stores on Monday, 01 May where PRIME drinks were marked down to R39.00 a bottle.
Listen to analysis unpacking Checkers & PRIME’s clever marketing trick on Kaya Biz here:
A limit of 8 per customer was the catch, which meant many families came out in their numbers to secure enough bottles of the flavoured drinks.
Videos of South Africans queueing outside Checkers stores from 07h00 on Monday sent social media into a PRIME frenzy.
@bare.ps_ I hope this is the way you run to read your Bible and go to Church 😌 #primejuice #primeinsouthafrica #primeinsouthafrica #KSI #loganpaul #southafrica #southafricatiktok ♬ Dr Dope Ten Past Fo – drdope031
@thecatch_upchannel PRIME Has Entered The Building And Got Many Especially Teenagers Talking…Are You Sold Or You Like “What’s Special About It”??…
@orianne.erica Secured some prime #tiktoksa #checkers #primesa #primehydration #CapCut ♬ THE PURGE ANNOUNCEMENT (TrapRemix) – ElCompaLow
While Paul’s marketing for the drinks seemingly achieved what he aimed for in breaking sales records in Mzansi, the reviews on the other hand painted a different narrative.
As excitement over the drinks built over the past few weeks, many TikTok users shared their disappointment in the drinks which many say are still ridiculously priced at R39.00 a pop.
One TikTok user spat out the drink which he described as “drinking cold med lemon” while smelling a hospital.
Another social media user advised people against wasting their money on the drinks, which he says was just over-hyped for nothing.
One year later, Paul claimed that the beverage had produced retail sales totaling US$250 million (R 4.4 billion), with US$45 million (R817 million) of that coming from only one month (January) in 2023.
Reviews of PRIME Drinks
@nazeer_hoosen RATING PRIME 🇿🇦 #PRIME #checkers_sa #checkersxprime @Checkers_Sixty60 ♬ original sound – Nazeer Hoosen
@thisaintcenty This trash aint worth 40 rand#tiktoksa #prime #checkers ♬ Yahyuppiyah (feat. Pcee, EeQue, Chley) – Uncle Waffles & Tony Duardo & Justin99
WARNING AGAINST PRIME FOR CHILDREN
Meanwhile, a doctor in the UK has warned against giving children under the age of 18 the drinks.
Dr Deborah Lee says that children don’t need to consume the energy drinks because they already have enough energy, and the drinks can just cause fluctuations in their blood glucose levels.
“Children are actively growing, and their brain, nervous system and heart function and development are crucial for their future health. Caffeine acts at all these sites and it would be unwise to recommend any substances which could have any deleterious effect.”
Speaking to the Chronicle, Dr Deborah Lee advised against children consuming the PRIME energy drinks
