Numerous social media posts and news reports emerged in April that young people are paying R400 per bottle for the new sports drink.
This comes as Checkers and PRIME have used an established marketing trick called price anchoring to convince people that buying the drink at R39.99 is good value for money.
The drink has been promoted by YouTubers Logan Paul and KSI promote, starts at around R274 per bottle, increasing to over R1,000 per bottle, online. PRIME will be sold at selected Checkers and Checkers Hyper stores and on Sixty60 in the Western Cape, Gauteng and KwaZulu-Natal. It will roll out to the rest of South Africa from today and throughout the month.
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