In a scene reminiscent of last year’s Nutella frenzy in France, the UK has now experienced its own chaotic shopping event—this time, over Prime energy drinks. The viral sensation, co-created by YouTubers Logan Paul and KSI, hit UK Aldi stores on December 29th, leading to hours of waiting, frenzied rushes, and even physical altercations.
Prime Time: The Promo That Set the UK on Fire
Aldi’s weekly Thursday promotions, known for their typically mild sales, took an unexpected turn when they announced an incredibly attractive deal on Prime drinks. The energy drink, developed by the popular YouTubers Logan Paul (with 23.6 million subscribers) and KSI (24 million subscribers), was priced at just £1.99 (about €2.25) per bottle. This price is almost half of what it typically sells for online, where it’s sold in packs of 12 for £29.99, often out of stock.
For many, it seemed like a once-in-a-lifetime opportunity. But for others, it was the chance to flip the product for a quick profit, with some sellers listing individual bottles on eBay for as much as £50,000. The limited stock—only about 300 bottles per store—and the massive demand led to chaos.
More madness from this morning! pic.twitter.com/FrwoKd0Tu0
— PRIME Tracker (@prime_tracker) December 29, 2022
A Frenzied Rush: Fights Between Kids and Adults
As the opening hours approached, a crowd of eager shoppers gathered outside Aldi locations across the UK. Many had waited for hours to grab a bottle of Prime, and when the doors finally opened, all hell broke loose. What followed was a spectacle of chaos as shoppers rushed to grab their bottles. The limited stock combined with the high demand meant that people were fighting over the prized drink, some even pushing past kids and adults alike.
Despite warnings that each customer could only purchase three bottles—a measure intended to limit hoarding—the competition for the limited supply only escalated. Videos posted on social media quickly went viral, showing chaotic scenes of adults and children tussling for their chance to secure the popular drink.
Several Aldi stores were emptied in under five minutes, leaving some customers disappointed and angry, and others in shock over the scenes unfolding in front of them.
https://twitter.com/i/status/1608375534567710720
A Message From Prime: Limited Chaos at Select Stores
Despite the widespread media coverage, Prime attempted to distance itself from the chaos by issuing a statement on Twitter. According to the brand, these incidents were limited to a small number of stores that hadn’t properly prepared for the volume of customers. While Prime acknowledged the issues, they stressed that such scenes were not representative of the overall promotion.
As the incident unfolded, it was clear that a combination of viral marketing, the massive fanbase of Logan Paul and KSI, and the attractive pricing led to an outcome far beyond anyone’s expectations. For some, it was a great deal; for others, it was a lesson in shopping frenzy.
https://twitter.com/i/status/1608376685858013184
For now, Prime and Aldi have likely learned valuable lessons from this event, as they prepare for future promotions—hopefully with a little more control to prevent another bottle battle.
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Felix Marlowe manages Belles and Gals’ vibrant social media platforms. With expertise in social engagement and viral marketing, Felix creates content that sparks conversation and keeps followers coming back for more. From celebrity news to trending challenges, Felix makes sure our social media stays at the forefront of pop culture.
