Prime has just landed in South Africa and the hype is just as crazy
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Almost a year after Prime first launched in the UK, the hype around it is almost starting to die down. But over in South Africa, the queues are just getting started.
Even if you've never had a drop of Prime touch your lips, it would have been very hard not to have been aware of the chaos and excitement the drink caused when it arrived in the UK.
Dressed up in its colourful bottles, Prime comes from the minds of KSI and Logan Paul and made people so desperate for a drink it was like they'd just spent a year living in the desert without a single drop of liquid. And survived.
At first shops stocking Prime saw their shelves empty faster than they could fill them up, but now it's a bit easier to get your hands on the bottles without having to fork out ridiculous amounts of cash.
At least, that's the case in the UK.
The drink has only just launched in South Africa, and some very familiar scenes are starting to emerge.
KSI shared one video to show off the success of the launch, writing: "Prime going off in South Africa."
Originally posted by TikToker @paradisenursery2021, the clip showed dozens of people, some with entire shopping trolleys, lining up in a shopping mall waiting for supermarket Checkers to open its doors.
The second it did, people literally ran to get their hands on as many bottles of KSI and Paul's drink as they could handle.
KSI has previously told BBC Newsbeat the response to Prime was 'unbelievable', and claimed he and Logan 'honestly didn't expect it', though their huge online presence as two YouTubers has definitely done a lot to help them get the word out.
Marketing expert Eddie Hammerman told the BBC the kind of buzz that Prime has received 'doesn't happen overnight', adding: "It takes months, and it has taken them months to do this. And it's been really smart."
Hammerman noted that members of the public initially struggled to get their hands on Prime due to its limited availability, explaining: "Limit the supply, and then you create the demand.
"This is called scarcity marketing. It's a technique to encourage customers to make a purchase before the discount goes away or before there is a perceived limited supply."
Most of the customers featured in the TikTok video from South Africa seemed to be successful in stocking up on Prime, but whether that remained the case throughout the day is another question.
But whether they managed to get their hands on the drink or not, there's no denying that the hype around it is very real.