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Hey friends 👋 ,

Happy Monday and welcome to the thirteenth issue of Through the Noise!

Today we're diving into the sellout success that was KSI and Logan Paul's drinks company- Prime Hydration- on track for $100M in year 1.

It’s time to strap in and enjoy.

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A 100 Million Dollar Startup Story

Logan Paul and KSI are two of the world’s most successful YouTubers. The pair are also known for their 2x heated battles in the boxing ring. But recently they came together to form a new sports hydration brand trying to knock Gatorade and Powerade off their perch.

The marketing tricks and loyal fanbase made Prime Hydration an instant success. Prime is on course to produce 10 million bottles per month and over $100M in revenue in the first year. This is how it happened…

1. Capture Attention

The boxing rivals teased an announcement called "THE FINAL CHAPTER".

Die-hard fans thought they would be announcing their 3rd and final boxing match to determine the ultimate champion.

But the market was wrong...

2. Surprise Your Audience

On the 4th of January 2022 fans tuned into "THE FINAL CHAPTER" Instagram live stream.

To everyone's surprise, the collaboration was not about a fight date.

Instead, they released the energy hydration drink 'PRIME'.

3. Build a Great Team

The duo built a multi-hundred-person team.

Speed of execution saw a 6 month cycle from inception to launch.

Four days after announcement on 8th January the drinks launched across stores in the US.

It sold out within hours.

4. Deliver Growth Tactics

KSI and Logan Paul have an audience of 47 million+ fans.

First launch sell-out wasn't enough– demand had to be sustained.

On 19th January Logan Paul shot a video with Johnni DiJulius screaming "Drink Prime" before base jumping from a helicopter.

The madness didn't stop there.

• KSI and Logan Paul dressed up as Prime employees in Walmart

• Logan Paul pretended to be abandoned on a desert island

• The duo went bald for Prime

These videos got millions of views, pushing demand even further.

5. Use Current Trends

Logan Paul's Originals DAO auctioned 1 of 99 original NFTs seeing himself and KSI celebrating the launch of the drinks company.

The perks included 1% of royalty sales in Prime Hydration leading to continued sellouts across both the US and UK.

6. Affordability

Bottles are $1.88 in the US or £2.00 in the UK.

The bottles' affordability coupled with bright colours help the product stand out in a crowded market.

The pair's joint venture has led to enormous success so far gunning to rival the likes of Coca-Cola, Gatorade and Powerade.

This is a 'Prime' example of a well executed strategy when you leverage a community of die-hard fans who know like and trust you.

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Through the Noise Podcast

Last week we recorded the thirteenth episode of the Through the Noise podcast.

Our guest was Wes Kao, the Co-Founder of Maven, the world’s first digital platform for cohort-based courses. To date, they’ve raised over $25M from the likes of First Round Capital, Nitesh Banta and Andrew Chen at Andreessen Horowitz.

Previously, she was the Co-Founder of the altMBA with Seth Godin, growing the altMBA to thousands of alumni in 550 cities in 45 countries and creating the cohort-based course category. She has built courses for Professor Galloway, David Perell, Tiago Forte, Morning Brew, and more.

We discussed:

• Is the traditional education system broken?

• What’s the greatest lesson from building Maven?

• Cohort-based courses as your leveraged asset

Catch the episode on Spotify, Apple and Callin.

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That's all for today friends!

As always feel free to reply to this email or reach out @thealexbanks as I'd love to hear your feedback.

Thanks for reading and I'll catch you next Monday.

Alex