How to Build a Media Engine Around a Product Like Prime Energy

What We're Seeing

In a world flooded with brand campaigns, Prime didn’t just launch a drink—it launched a media ecosystem. While most brands invest in ads, Prime invested in attention. The result? A hydration product turned global sensation, driven not by marketing departments, but by creators, content, and contagious energy.

How The Leaders Do It Differently

Prime didn’t “go viral.” It built a media flywheel that made virality predictable.

This is the difference between campaign thinking and media thinking. Campaigns end. Media compounds.

And here’s the part that matters for B2B brands: This playbook isn’t just for Gen Z energy drinks. It’s a roadmap for any product-led company that wants to punch above its weight in a noisy market. You don’t need to be Prime. But you do need to act like a media company.

The Playbook: What Prime Got Right

1. They made the creators the distribution.

   1. Co-founders Logan Paul and KSI didn’t just endorse the product—they architected the hype.

   2. Their built-in audiences became built-in momentum.

   3. Instead of renting influence, they owned it.

2. They treated the product like a character.

   1. Prime wasn’t a SKU—it was a storyline.

   2. Every new flavor drop had suspense, scarcity, and story.

   3. Limited editions became cultural events, not just inventory shifts.

3. They didn’t just talk about the drink—they showed the fandom.

   1. Videos weren’t product demos. They were reactions, brawls over bottles, real-time resellers.

   2. The content came from the crowd. That’s what made it feel alive.

4. They created content pathways at every level.

   1. Big-name creators → mass awareness

   2. Micro-influencers → niche credibility

   3. User-generated videos → cultural momentum

They didn’t control the narrative. They distributed the microphone.

5. They embraced absurdity, not safety.

   1. Prime leaned into chaos, energy, and excess.

   2. For B2B, that doesn’t mean stunts—but it does mean specificity, personality, and breaking the pattern.

What B2B Brands Can Learn

You may not have a 25M-subscriber YouTube channel, but you have assets Prime didn’t: deep expertise, customer loyalty, and products that solve real problems.

Here’s how to apply the Prime mindset:

• Build your creator bench inside your org. Empower your SMEs to become media personalities.

• Turn product features into episodic content. Launches aren’t one-time—they’re season premieres.

• Show your customers using the product, not just you talking about it.

• Create scarcity, energy, and exclusivity—even in B2B. (Beta drops, invite-only features, live demos.)

Prime Takeaway

Prime didn’t succeed because it was a great drink. It succeeded because it became great media. The future of product-led marketing isn’t louder ads—it’s smarter media.

Don’t just ship a product. Launch a content engine around it.

Prompt this into GPT-4: “What would a Prime-style content ecosystem look like for a B2B product launch inside the ______ industry?”