The drinks, which come in flavors like Ice Pop and Meta Moon, are becoming a status symbol, spurring long lines at grocery stores throughout the U.K. as people seek out limited stock.
Just after the winter holidays last year, Hayley Phillips and her partner stuffed 22 bottles of Prime sports drinks into their suitcases for the return trip toThe 37-year-old American, who has lived abroad for more than a decade, knew she would be hero to her partner’s nieces and nephews, who had been searching high and low for the colorful bottles.“It was basically the Tickle Me Elmo of this year’s Christmas gifts,” Phillips said. “Parents were desperate to get it.
“In the next 10 years, all the biggest brands will be made by creators,” said Mae Karwowski, CEO and founder of influencer marketing firm Obviously. “They understand the medium. They understand what their customers want.” But the fervor behind Prime drinks may have reached another level. Never heard of a “Prime” drink? Well, don’t admit that to a teenager.
Retailers, meanwhile, are trying to manage the hordes. The supermarket chain Aldi has made Prime drinks a “Specialbuys” deal in the U.K., warning that once they were gone, they were gone. Another chain, Sainsbury’s, has a recorded message on its main business line directing people to first check online for Prime stock information. Videos on TikTok and Twitter show people lining up for stacked pallets of the drink.
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