Prime Hydration is going to the Super Bowl. The beverage brand, established a year ago by former boxing foes Logan Paul and KSI, will become the first creator-led company to air a commercial during the big game.
Paul announced the upcoming spot in a video on his YouTube channel. Though the elder Paul brother didn’t offer any specifics about the ad, he said that Prime’s next product would be an energy drink. The brand currently offers an array of flavors and a powder mix.
A Super Bowl commercial is a pricey gamble, but Paul believes in the product he’s promoting. In his recap of his previous year, he described Prime “an industry disruption.” In a year when he expanded his creative scope, headlined Wrestlemania, and made one or two messes for himself, he sees Prime as a defining development. “Turns out life is just a giant quest to find out who you are and what makes you happy,” Paul said, “and what makes me happy? Hydration.”
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Paul claims that Prime has sold 100 million bottles and earned $250 million in retail sales in its first year. Data from BevNet shows that Paul and KSI’s beverage brand did $37.6 million in retail over a 52-week span that ended on August 7, 2022. Even though Prime wasn’t available until midway through that period, it ranked as the sixth largest brand in the sports drink category.
Prime’s early successes have been supported by an aggressive marketing campaign, especially in the sports world. The brand’s name has been plastered across NASCAR vehicles, and Prime is the official hydration partner of Premier League leaders Arsenal.
A presence at the Super Bowl will expand that marketing effort. Creators like Rhett & Link and Lilly Singh have previously represented the YouTube community in big game spots, but they weren’t advertising their own companies. Paul and KSI will be, and their spot should have a long shelf life on the internet. Super Bowl ads often earn millions of views on YouTube, and on that platform, the Prime ad will be right at home.
We’ll see what Prime’s Super spot looks like on February 12. I’m going to go out on a limb and predict that Gordon Ramsay will not make a guest appearance.