Lunchly

If somebody can reach out to KPSI, I don't know, is he the one with Logan Paul? Is that how he is? It's not similar.

Does he make Lunchly? Supreme? See the guy who makes the prime energy? He makes prime.

Okay, so somebody reach out to KPSI and tell him that I need more of him in my tires because it's going down like crazy.

And I'm like, oh, shit.

And you've been really open about pushing back against these creator ethics and making sure that we're sort of held accountable for that.

You know, sort of referring to the Lunchly stuff.

What made you do that post going, guys, this isn't right?

I mean, I probably shouldn't in hindsight, but it was late and I just saw it pop up.

I have watched a lot of video essays [laughs] on what happened to Prime, 'cause I find it so fascinating, and obviously, like, Logan Paul and KSI are kind of in our, like, internet culture realm here.

And MrBeast Lunchly, it really seems like these influencer, celebrity-backed, like, food products, I think it's hard to make it because the brand awareness is there, of course, and their audience is going to go try it.

Like, they're gonna be excited to try it because they love this podcaster, they love this YouTuber, like, whatever.

Especially Logan Paul and KSI, they didn't have a very clear brand vision for the drink because they had so much caffeine in their energy drink that their audience, who are mostly kids, like, couldn't actually buy it.

It was like an 18-plus drink.

So they had to buy Prime Hydration, but there was so much, like, poor marketing, PR around Prime in general because of the energy SKU, because there was so much caffeine in it that there was, like, parent outrage and people were freaking out, and it wasn't even allowed to be sold here, I think, in Australia We couldn't buy the caffeine one, the caffeine one, whatever, the energy drink one for them, and I imagine also Alex Cooper and probably MrBeast with his Lunchlys.

They had mold in them though, so you know.

That was definitely a big PR nightmare [laughs] for them, but, you know, regardless, it's like, yeah, you c- you'll get that one-time purchase where the audience is, like, so excited to try it, but, like, is this a repeat purchase for people? It's literally giving Lover Boy.