The energy drink Prime hit the Norwegian market like a bomb when it was launched earlier in 2023. Behind the energy drink were two of the world’s most popular influencers. Olajide Olayinka Williams “JJ” Olatunji, better known as KSI, and Logan Paul. The bottle with 200 mg of caffeine and large amounts of vitamin A eventually became illegal in Norway due to its contents. But a little while ago it got a new “Norwegian-friendly” outfit. At the same time, the price dropped from NOK 150-200 to around NOK 35. The change can go both ways, believes trend researcher Gunn Helen Øye. Logan Paul and KSI showcase their product in front of thousands of fans in London. Photo: AP She refers to research that was done on products that were cool and in high demand when they were sold in a few exclusive stores. – One found that when the products became available in many stores and became so-called “mainstream”. Then sales fell because the core customers didn’t want something most people could get their hands on, Øye explains. The examples mostly go to shoe sales, but examples of high demand due to exclusivity can be found everywhere. Just look at the app Clubhouse, which during the pandemic skyrocketed due to their invite strategy. Now, a few years later, they are forced to cut half of the staff. Logan Paul and KSI in Oslo during the launch of Prime in Norway in June. Photo: Astrid Pedersen / NTB – Seeing so many people drinking it Siblings Sigurd and Emily were at Coop in Bodø and on their way to pick their own Prime. – I want a Prime because I see so many people drinking it and because it looks so good, explains Sigurd. Big sister Emily agrees. Sigurd says that many of his friends are also looking for Prime in the shops. This is confirmed by Coop’s communications manager, Harald Kristiansen, to news. – When we look at the sales of Prime Hydration, it is quite clear that it is a product that customers want to test out. Everything we bring in is pulled off the shelves, so time will tell if it is to our liking and if sales remain high. Siblings Sigurd (9) and Emily (11) bought Prime at Coop in Bodø. They buy the drink because many of their friends do the same, and are happy that it has become more available. Photo: Harpreet Kaur Nijjer / news – Does it have something to do with Logan Paul, who has advertised for it? While Emily thinks it might be true, Sigurd replies that he hasn’t really heard anything special about Logan Paul. – But I at least know most of the names on Prime, then, says Sigurd. – Blue raspberry, ice pop, lemon lime … Siblings Sigurd and Emily agree that they will continue to buy Prime as it becomes common in stores. Contains the ingredients for a trend Trend researcher Gunn Helen Øye says increased availability and the adjustments in the amount of caffeine and vitamin A can go both ways for sales. Trend researcher Gunn Helen Øye. Photo: Werner Anderson / Werner Anderson On the other hand, she believes that the small ingredient change or availability is not necessarily so decisive for demand, because the interest in energy drinks is high enough on its own. Three main ingredients for a typical trend Øye mentions three main ingredients for a typical trend such as what is currently seen with the energy drink: 1. Firstly, the product must be useful, because we must see that we get to use it in our lives. 2. It must have some elements and things that make you convinced, such as, for example, that caffeine can help with fatigue. 3. Finally, an influencer that you may follow or have followed relatively slavishly should be connected. That’s because it creates a connection between the buyers and a role model they have. Øye tells us that the producers are very aware of these main ingredients. – People are often looking for a likeness to a role model, so when Logan Paul drinks Prime and perhaps looks the way you want, you drink a Prime yourself to feel a bit similar, Øye explains. She adds that the producer of Prime has great faith that Norwegians will buy and drink it. – Otherwise they would have sold in countries where high levels of caffeine and vitamin A were allowed. – This is also reflected in the fact that they are willing to put their drink out to competition, as they do at Coop and Norgesgruppen, where there are also many other energy drinks to buy, says Øye. Photo: Trygve Heide / news The reason for the producer’s strong belief in Norwegian consumption, Øye believes, comes from Norwegians having a culture of being outside in all weathers and in physical activity. – We also like quick solutions such as energy bars and power shakes, she says. – Prime has changed strategy The fact that the producers of Prime are willing to expose their product to competition can also be explained by a changed strategy, says professor at the Department of Economics at the University of Bergen, Kjell Erik Lommerud. He explains that the price change that has taken place has to do with price elasticity. – The manufacturer can choose whether they want to sell their product to a small and interested group at a high price. Or they can try to sell to a larger market at a lower price, as they are now doing. Kjell Erik Lommerud, professor at the University of Bergen, says that the manufacturer has now changed its strategy. Photo: PHOTO: University of Bergen He explains that the producer of Prime has changed strategy. – What is profitable depends on how much more you can sell if you lower the price. Now the manufacturer probably thinks that they can make more money by selling to a lot of people at a lower price, says Lommerud. In addition, one reason why the manufacturer of Prime chooses to expose its product to competition in the grocery trade can be explained by the fact that today’s inflation makes it less profitable to set a high price. – One reason why they change their strategy may be that people become more price conscious when real wages fall, and then the high price strategy becomes less profitable, concludes Lommerud. – An expensive and poor alternative to water Clinical nutritionist Helge Andreas Felberg says it is unfortunate that Prime hits children and young people. – There is no good health argumentation behind the product, he says. Felberg says that Prime cannot be linked to a sensible sports nutrition product. He justifies this by saying that the body needs nutrition that supports the body in doing training or for recovery. – There is neither carbohydrate, protein nor sodium in Prime. – This is more or less just an expensive and poor alternative to water, he believes. Fallberg is also the general manager and subject manager for the nutrition department at diekstendring AS. Photo: Kostholdsendring AS / AKSEL LIAN He adds that there are no health benefits from Prime. – You can pick from the product and say that there are some vitamins that can perform functions in the body, but then it is much better to get those vitamins in addition to much other important nutrition from healthy and varied food and drink, says Felberg. Finally, he adds that from a health perspective there are no arguments for Prime. – This is just a result of marketing from players who want to profit and target children and young people, he concludes. news has tried to make contact with Congo Brands, which represents the Prime brand, without success.
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Logan Paul and KSI’s drink Prime has become a daily commodity – news Nordland
