– social media “influencers” who have more than 40 million followers between them on the Google-owned video platform.
Shoprite Group’s Checkers was quick to latch onto the opportunity, sourcing it directly from the manufacturers and utilising its sophisticated distribution system to offer Prime drinks for R40 a pop. When the drinks were first offered on Checkers’ popular on-demand shopping app Sixty60, the initial stock reportedly sold out in less than 30 minutes.
Last year, because the drink was not available everywhere, it was considered a scarce commodity — which created the perception of value, Williams said. Its arrival in Checkers stores changed that. “This approach risks aligning the brand too closely with fleeting trends, making it vulnerable to rapid decline in popularity as consumer interests shift. Setting the price too high without establishing a strong value proposition deterred potential customers and led to an inventory surplus, prompting drastic price cuts.