The Story Wave 46

PRIME Hits Headwinds After A Meteoric Rise In Popularity – Case Study

In 2022, influencers Logan Paul and KSI launched PRIME Hydration, a beverage line that quickly ignited interest among younger consumers worldwide. In January 2024, PRIME beat out Gatorade as the most-sold hydration beverage in Walmart. Despite PRIME’s fast rise in popularity, the brand hit heavy headwinds in 2024.

• On April 8, PRIME was sued in a class-action lawsuit alleging that PRIME Energy drinks contain excessive caffeine.
• In July, Senate Majority Leader Chuck Shumer called for the FDA to investigate PRIME Energy for its high caffeine content, product claims, and for marketing energy drinks to children.
• Using data from QuestBrand by The Harris Poll, we traced how PRIME’s 2024 legal issues impacted consumer brand sentiment. 
• When we compare PRIME’s sales conversion funnel in Q1 2024 to the months after the lawsuit (May-July), we see that product trial (-12.2) and usage (-8.0) both significantly dropped among Gen Z adults.

Fortunately, these controversies do not define PRIME’s entire 2024. This year, the company has also announced noteworthy brand partnerships with the Los Angeles Lakers and the WWE. Will PRIME return to a period of positive brand growth? Download the Case Study

A Title Sponsorship Sparks Golf Fans’ Interest In Wells Fargo – Brand Story

Four days, 69 players, and a $20 million purse. This May, 2.778 million viewers tuned in to the PGA Tour’s Wells Fargo Championship. This annual golf tournament has been called the Wells Fargo Championship for more than 10 years. However, Wells Fargo decided to not renew its title sponsorship when it expires this year. What impact did the tournament have on the Wells Fargo brand in its last year as title sponsor?

• After the Wells Fargo Championship, Wells Fargo’s brand equity significantly increased (+16.6) among PGA Tour fans, according to data from QuestBrand.
• Even more surprising, Wells Fargo’s Irreplaceability score increased among PGA Tour fans after the Wells Fargo Championship (see below). The increasing score reflects that a growing number of PGA fans would miss Wells Fargo if the brand was no longer available to them.

E.l.f. Cosmetics Boosts Brand Perceptions Through Eye-Catching Campaign – Brand Story 

In May, e.l.f. Cosmetics launched a bold campaign titled “So Many Dicks,” to advocate for broader representation of minority groups in U.S. corporate boardrooms. This out-of-the-ordinary campaign set itself apart from traditional marketing and shifted how women describe the beauty brand. 

• “So Many Dicks” was born from a striking statistic: there are more men named Richard, Rick, or Dick on U.S. company boards of directors than entire groups of underrepresented people. 
• This fact fueled e.l.f.’s campaign and led them to partner with the National Association of Corporate Directors (NACD) and tennis pro Billie Jean King to “Change the Board Game.” 
• Observing data from QuestBrand, we can see that women more often described e.l.f. Cosmetics as “visionary” (+5.1) and “dependable” (+5.0) following the campaign.