Springbok Cheslin Kolbe has been trolled for his latest endorsement as the brand ambassador of Logan Paul’s energy beverage, Prime drinks.
The pint-sized rugby player is the latest celebrity to front the designer drink, whose sales have plummeted in South African markets.
The deal forms part of Cheslin’s contract with the sports agency Roc Nation Sports, which also manages Bok captain Siya Kolisi.
FANS NOT IMPRESSED BY CHESLIN KOLBE’S ENDORSEMENT DEAL
In a social media post, Cheslin Kolbe revealed his latest brand endorsement deal with Prime drinks.
He captioned the post: “Thrilled to be joining the @drinkprime family – let’s go!”
The picture was liked by creator Logan Paul, who welcomed him to “Team Prime.”
However, many of Cheslin Kolbe’s followers were unimpressed with the announcement, given how the product had flopped with South African consumers.
Others were concerned of a “curse” associated with the brand,
@linton_dilley: “Please reconsider your decision. Prime really ain’t the way to go.”
@ruan_scholtz1: “Prime is kak”
@carenbran: “That stuff is terrible – I respect you too much to have to associate you with that horrible stuff. They’ve reduced the price so many times, it is now R10. Even water costs more”.
@ExConDom1238: “Please don’t let the Prime curse come near my beloved Springboks.”
After its official launch in South Africa last year, retailer Checkers introduced Prime drinks—created by YouTubers Logan Paul and KSI—to the market for R40. Before that, some parents had spent hundreds, if not thousands, on getting stock into the country by any means possible.
However, within 12 months, Prime has been discounted to just R10 after recording low sales.
PAST ITS PRIME?
According to Modern Marketing, Prime beverage sales failed to take off in South Africa as the brand did not have a “strategy in place after the hype died down.” This, they believe, was due to the global brand not “tapping into the local audience.”
Marketing expert and business journalist Jeremy Maggs claimed that Prime had high expectations and a hefty price tag.
He told TechCentral: “The dramatic price reduction suggests to consumers that the product was overpriced to begin with.
“This shift, I believe, has diluted the brand’s perceived value. And when that happens, erosion of customer loyalty and brand equity follows like night after day.”
NO DIDDY?
It’s not the first time Cheslin Kolbe has been trolled over a Roc Nation Sports post.
In March, the father-of-three shared a pic of him meeting the biggest names in music production.
“Special moment meeting JAY Z and Jay Brown in Tokyo tonight, incredible experience being part of the Roc Nation family,” he captioned the post.
In the pictures, the 30-year-old South African is seen holding two Springbok shirts, seemingly signed by both men.
However, many followers were amused by the timing of the post, given Jay Z’s friendship with disgraced rapper P Diddy.
Just days before, Diddy’s homes were raided in what is believed to be multiple allegations of sex trafficking, domestic violence, racketeering and revenge porn.
Sadly, Cheslin Kolbe’s star moment was overshadowed by the rampant headlines around the scandal.
@tyrone.billingham: “He mentioned where Diddy at?”
@ron.gova: “Ask Jay Z about P Diddy.”
@therealandrefaro: “Be careful. They’ve got Diddy, they coming for Jay Z.”
@cribismalls: “Diddy se bra.”
