No matter what you think of Logan Paul, there’s no doubt his beverage business, Prime Energy, is doing well. Incomprehensibly well, in fact. Bloomberg reports that the business backed by social media superstars Logan Paul and KSI is poised to hit a staggering milestone by the end of the year, and you might not be ready for how much: It’s set to exceed $1.2 billion in sales.
I’m no businessman, but that is an extraordinary amount of money, especially for a brand that didn’t even exist two years ago. The company is currently on a heavy marketing push, but there’s one particular tactic that’s paying off for the brand on a global scale.
Prime Energy’s secret to success: Cell phones and social media
In an interview with Bloomberg, Logan Paul had this telling quote: “We have this thing called the cell phone that lets us reach every corner of the globe. We’d love to have our footprint in every country.”
That little device in your hand really does translate into cold hard cash. Take, for example, how mobile apps make it that much easier to spend your money on fast food. A text notification here, an app notification there, and suddenly, there’s a pizza on your dining room table.
And then there’s our constant engagement with social media, which is where Logan Paul really dominates. His YouTube channel has over 23 million subscribers, his TikTok account has over 18 million followers, and his Instagram account tops them all at 27 million followers. With that much clout, it’s easy to see how even a single Instagram post could get people to buy something.
You’d think that someone with that kind of media sway would be mindful of its power, but Paul has managed to pull off some extremely boneheaded moves in the past. Any number of his controversial posts might have had the power to fully destroy anyone else’s career, but Paul’s business and social media presence continues to thrive—to the tune of $1.2 billion and counting.
Another way Prime’s engaging with people’s eyeballs is by inking deals across the world of both sports and entertainment. Some of these include partnerships with English Premier League football club Arsenal, Major League Baseball’s Los Angeles Dodgers, and the Ultimate Fighting Championship—all of which have an audience that dovetails with Prime’s.
Prime Energy Drinks are controversial
We’ve previously covered the amount of caffeine in Prime energy drinks, which has caused a lot of controversy. One 12-oz. can contains 200 milligrams of caffeine; compare that to the same size can of Red Bull, which has 113.5 milligrams. The maximum recommended amount of caffeine per day is 400 milligrams; considering I get jittery after one cup of coffee (roughly 100 mg), I can only imagine what 200 would do to me.
Paul has responded to the outcry, saying that most of his social media user base is over 18 and is capable of making decisions about how much caffeine they ingest. As for his underage fans, Paul simply advises that parents need to stay vigilant.
“Caffeine consumption isn’t recommended for kids or anyone under the age of 18,” Paul told ABC News in an interview. “That’s an industry standard thing, not a Prime-specific one. People need to be smart about what they’re putting in their bodies.”
Prime doesn’t just focus on energy drinks, by the way. There’s a line of so-called hydration beverages that don’t contain caffeine. Prime is a profitable business, to say the least, and as long as people are as thirsty for caffeine as they are for social media sponsored content, next year’s sales might even top 2023 figures.