The Not-So Peculiar Rise of PRIME, and What Lionel Messi could have learned from it.

It’s a sad day when your GOAT fails. That’s how I felt when I witnessed the roll-out for Lionel Messi’s new hydration drink, “Más”.

For a drink that, to my consumerist mind, oddly resembles one of its main competitors, Más should have taken one more tactic from PRIME’s playbook, and taken a look at their unique positioning and digital strategies that led to its astronomical rise in the hydration drinks market.