When the stark white Meta Moon bottle of Prime Hydration dropped into the Australian market, the “Limited edition” sports drink – which tastes like bubble gum and fairy floss – quickly became the most sought after item in schools around the country, which meant the marketing machine was working exactly as planned.

As playground fads go it’s one of the stranger ones: buying and selling sports drinks. The beverage in question is marketed and part-owned by two social media stars who have tens of millions of followers, particularly tween and teenage boys.