“Looks familiar,” Prime’s co-founder fired back.
Soccer star Lionel Messi has launched his own drink brand, Mas+, and it’s already turning heads for all the wrong reasons. Fans and critics alike are pointing out striking similarities between Mas+ (billed as a “Positive Hydration” option) and the wildly popular Prime. Even one of Prime’s co-founders couldn’t ignore the overlap.
Coming up with totally original packaging is no easy feat, but the parallels here are impossible to miss—from the bottle’s silhouette to where the logo is placed. While some fans debate whether Messi’s legendary status alone can carry the brand, leaning into a design that echoes Gen Z’s favorite drink (whether on purpose or not) is a risky move.
At its core, Mas+ seems to be a passion project for Messi. “I set out to create a drink that motivates people to feel like champions in every area of their lives,” he explains on the brand’s official site. He adds, “You shouldn’t have to pick between better ingredients and great taste.”
The problem? The packaging feels way too close to Prime—the drink created by YouTubers KSI and Logan Paul. Just like Prime, Mas+ comes in both bottles and cans. Both use bright, eye-catching colors, and both feature bold wordmark logos that run vertically along the side of the packaging. To anyone who isn’t paying super close attention, the two look nearly identical—and Prime co-founder KSI didn’t let that slide.
Under a tweet from EuroFoot announcing Mas+, KSI took a subtle jab, simply commenting, “Looks familiar…” Fans were quick to agree. One wrote, “Looks like they copied Prime’s design, pasted it into ChatGPT 4.0, and called it Mas+.” Another joked, “Bet a lawsuit’s on the way.”
Right now, no one knows how this design mess will play out. But here’s the thing: Prime already dominates the drink space, and Messi has a soccer legacy backing him up. A little controversy never hurts when it comes to marketing, after all. If you’re into design disputes, check out Volkswagen’s recent takedown of a “butchered” copycat or Harley-Davidson’s latest legal fight over a logo that’s clearly a knockoff.
