Prime Hydration founders KSI and Logan Paul were pelted with bottles of their drink at a fan event in Copenhagen in a pre-planned publicity stunt. In footage of the chaotic scenes, the two YouTubers turned celebrity boxers can be seen being led away by security.
The duo were in the Danish capital as part of a promotional tour of Europe for the energy beverage when fans began throwing bottles at them. The entire thing, however, was a set up.
Laughter swiftly turned to concern though after KSI was hit directly in the face and several security guards rushed them away. After the incident took place, videos emerged showing Paul instructing fans to throw empty bottles at them, to make it look like "you hate us", KSI added.
KSI had initially riled up the crowd by shouting "DRINK PRIME!" and the pair both laughed as bottles started flying. But clearly not everyone followed Paul's instructions of empty bottles, with full containers whizzing through the air when KSI instructed the crowd to throw.
Masters of digital marketing, the two have been behind the drink's rapid rise to popularity which has seen Prime become Arsenal FC's 'official hydration drink' and 'global sports drink' of the UFC. Recent reports also suggest that when Barcelona's deal with Gatorade ends on June 30, Prime will take its place as one of the club's official drinks.
Prime has been hugely popular since its launch in January 2022. Some fans have queued up at the crack of dawn to get their hands on a bottle of the stuff, while some resellers, such as Wakey Wines, have been charging anything between £100 to £1,000 per bottle.
Rapper KSI has 24.1 million YouTube subscribers, while Logan Paul has 23.6 million. The official Prime Instagram account currently boasts two million followers, highlighting the interest in the popular drink.
In a statement issued at the time the energy drinks were first released on the Prime website, the two YouTubers said: "We’re excited to announce Prime to the world and showcase what happens when rivals come together as brothers and business partners. Our goal was to create a fantastic hydration drink that can fuel any lifestyle.
"Over the past year, we’ve worked countless hours to formulate the product from scratch, lock in deals with the largest retailers in the world, and build a multi-hundred person team to get our products to the shelves. We’re humbled by the process of creating a real brand & look forward to competing with some of the biggest beverage companies in the world.
"As underdogs, we always cherish the opportunity to show the world what’s possible. Now that we’re both fighting for the same team, we truly believe the sky is the limit."
Prime Hydration comes in seven main flavours - Meta Moon, Ice Pop, Orange, Blue Raspberry, Tropical Punch, Lemon Lime and Grape. Each serving is between 20 to 25 calories and claims to be comprised of 10 per cent coconut water, with added electrolytes, BCAAs (Branched-chain amino acid), B vitamins and antioxidants, but is caffeine free.
