"Pour that junk onto the fires..." — Internet reacts to Prime trucks donating free energy drinks to firefighters battling the Palisades fire

Multiple Prime trucks have been spotted around the Palisades neighborhood in LA in the wake of the Palisades fire that started on Tuesday, January 7, 2025. The fire has since spread over 3,000 acres.

A tweet uploaded to X by user @scubaryan on Thursday, January 9, displayed a picture of a blue Prime truck in LA, with the caption:

"PRIME trucks have been going around LA donating free bottles of PRIME to firefighters battling the Palisades Fires."

The tweet has since gone viral, receiving over 200K views and 4K likes. Netizens have mixed reactions to it, with one of them commenting:

"Pour that junk onto the fires..."

Some netizens praised Logan Paul and KSI (JJ Olatunji), the founders of the sports drink, for giving away drinks worth $60,000 for free to help the Palisades firefighters.

"60,000$ dollars worth? KSI and Logan are so goated for this," an X user commented.

"That's an amazing gesture! We truly appreciate the generosity and support for the brave firefighters risking their lives in LA," another one wrote.

"They're actually trying to help ppl out and not profit from it this is what the world need rn," a third user replied.

Meanwhile, others didn't appear impressed by the gesture, suggesting that the sports drinks should be used to put out the fires so that people can save water to drink.

"They should put out the fires with Prime instead of water so then they can save the water for people to drink!!" a netizen commented.

"Imagine u sweating workin hard asf dehydrated n shi and u get PRIME," another netizen wrote.

"imagine being dehydrated, your entire house and life up in flames and then being told the only drinks you have available are Prime / i think id go back to the fire," a user posted.

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The sales of Prime drinks saw a drop in 2024

The generous giveaway of Prime drinks amidst the Palisades fire comes nearly a month after MarketingWeek reported a drop in its sales in 2024. Per the MarketingWeek article published on December 14, 2024, the sales of the sports drinks declined by £63.1 million.

Between January and September 2023, the drink's sales touched £131.1 million, while in the same period in 2024, it dropped down to £68 million. According to The Grocer's Top Products Survey conducted last year, Prime was named the fastest-falling food or drink brand in terms of sales.

According to the outlet, several media reports mentioned that the sports drinks were being heavily discounted in retail stores across the country. Meanwhile, other competing brands, like Monster and Redbull, saw a growth in sales. Monster's sales grew by £103.6 million, while Redbull's grew by £84.7 million.

John Evans, the Chief Customer Officer at System1, told MarketingWeek that it was not uncommon for consumer goods brands to experience a drop after the first year. Evans described the Prime phenomenon as being an exaggerated version of this trend.

Meanwhile, KSI and Logan announced in 2024 that they were in talks of teaming up with MrBeast to launch a lunch box meal kit called Lunchly. The kit would contain both their sports drinks and the YouTuber's own brand, Feastables.

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According to the LA Times, besides the Palisades fire, which has spread to over 17,000 acres, three more wildfires have started in LA in the last two days: the Eaton fire, which has burned over 10,600 acres around Altadena and Pasadena, the Sunset fire, which has burned 60 acres around the Hollywood Hills, and the Hurst Fire, which has burned 855 acres around Sylmar.