Logan Paul and Bradley Martyn just launched Prime Protein.
It's the newest beverage from Prime, the beverage company Paul started with fellow YouTuber KSI in 2022.
Now, I get it. You may be thinking...what's so interesting about a creator launching yet another drink?
Well, it's not just about what he launched. But how he did it.
Key Stats
Prime moving into one of the fastest-growing corners of wellness. Nearly 60% of consumers say they're trying to eat more protein.
And with the protein and probiotics market projected to hit $419B by 2035, it's no surprise that Paul wants to own a piece of it.
New Marketing Playbook
Before Prime Protein dropped, Logan and Bradley staged a public feud, complete with “leaked” security camera footage of them fighting.
Mid-fight, they casually pitched the product.
The result? 20M views.
It’s the exact misdirection Logan used years ago with KSI — when fans thought they were announcing another boxing match, only to reveal Prime.
To cap it off, Logan partnered with Zack D. Films on a 3D animated ad that added another 15M views to the launch.
Our Take
Prime isn’t winning just because of protein ratios or nutrition science. Its real advantage is attention.
Adding another creator like Bradley Martyn brings in his audience who is already obsessed with lifting and macros. Prime doesn’t need to convince them.
The product just shows up inside content they already trust.
Same with IShowSpeed when he had his own custom Prime flavor and bottle.
When I interviewed Speed he told me about his Prime bottle became a natural part of his content. He displayed it prominently during stunts and livestreams which generated millions of views.
It's the same thing we're doing with our new company Boring Stuff, which helps creators with accounting, bookkeeping and more.
While it's not as visual as products like Prime or Feastables, I've organically brought it up in several of my interviews which already focus on the business side of YouTube. And now, that's led to many creators signing up with us.
That's the creator advantage.