About
A Global Hydration Juggernaut
As the Copy Manager for Congo Brands, I oversaw and contributed to the brand voice management and copywriting needs of PRIME, a cultural phenomenon founded by influencers KSI and Logan Paul
PRIME
The Deliverables
Deliverables ranged from a global cap code hunt called PRIME X to partnerships with mega stars like IShowSpeed and Erling Haaland, digital advertsing, and product displays.
The Thinking
When it comes to a brand born online like PRIME, it's important to stay on top of trends—and set a few whenever you can. Keeping this brand on the bleeding edge of culture was always the prime objective.
The Audience
The PRIME audience is overwhelmingly masculine, with a strong presence among middle school, high school, and college students. The secondary audience is parents and guardians.
My Role
Manage and support the Congo Brands copy team, working closely with art directors, 3D artists, animators, and more to create outstanding marketing assets that adhered to the brand.
The Situation
PRIME has evolved beyond a hydration company to become a fully realized lifestyle brand, with avid collectors around the world clamoring for the next big-name partnership and over-the-top drop.
Project Snapshot
Key elements
A Closer Look
Client gallery
