South African supermarket chain Checkers has launched PRIME Hydration, a new sports drink launched by Logan Paul and KSI, which has been marketed as an exclusive and premium product.
How much is a bottle of PRIME Hydration in South Africa?
While some might baulk at the R40 price tag for a single bottle of the drink, the hype generated by Checkers and PRIME Hydration has led some to pay up to ten times that amount.
This is thanks to a marketing technique known as price anchoring, where the initial price is set high to convince people that a lower price represents good value for money.
Despite the product’s high price tag in South Africa, PRIME is similar to most other sports drinks and is not particularly expensive in other markets, such as the United States, where it sells for just under $30 for a dozen 500ml bottles, equating to around R45.75 per bottle.
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Nonetheless, Checkers and PRIME Hydration’s marketing campaign has succeeded in generating interest and demand for the drink as seen in the tweets below:
Where to buy PRIME in South Africa
PRIME will be available at selected Checkers and Checkers Hyper stores and on the retailer’s Sixty60 online shop in the Western Cape, Gauteng and KwaZulu-Natal, with a national roll-out planned over the course of this month.
Here is a look at PRIME Hydration’s nutritional information:
- Filtered Water
- Coconut Water from Concentrate (Allergen)
- Citric Acid
- Dipotassium Phosphate
- Natural Flavour
- Tri Magnesium Citrate
- Sucralose
- Beta Carotene for Colour
- L-Isoleucine
- L-Valine
- L-Leucine
- D-Alpha Tocopheryl Acetate (Vitamin E)
- Acesulfame Potassium
- Retinyl Palmitate (Vitamin A)
- Zinc Aspartate
- Pyridoxine Hydrochloride (Vitamin B6)
- Cyanocobalamin (Vitamin B12)
