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PRIME's Secret To Success
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0:00So, kids aren't just drinking Prime. They're actually trading and collecting the bottles themselves. And so, I think one of the brilliant things that Logan did with Prime was take his kind of old obsession with Pokémon, or maybe current obsession with Pokémon, and the whole collector mindset, and he applied it to the business. And so, like right now, it's like one out of every 100,000 bottles is like a gold bottle that's rare, right? And the people want to collect. And so, kids today are taking empty bottles and like trading them at lunch so that they can catch them all.
0:27And sometimes they're even paying each other for empties because that's how much scarcity they've been able to drive, especially internationally. And if you don't believe me, look at this. This is kids actually showing off their shelves of empty Prime bottles like college kids did with [music] the empty bottles of vodka that they somehow thought was cool because now they can legally drink or not really.