CHICAGO: Swedish Beverages (SB), a new company planning to
introduce the European energy drink Magic to the US, has picked Hill &
Knowlton to handle PR and to help it find a Midwest advertising
SB plans to spend between dollars 10 million and dollars 12 million
during the next two years on overall marketing efforts, said Par Rosell,
national sales manager.
H&K has five people in its Chicago office working on the new account and
has already held a launch event in the city geared toward publicizing
the beverage to potential distributors, said Patrick Sandusky, the
senior account supervisors overseeing the account.
A consumer launch event will take place in July and a Detroit launch is
expected in August. Magic will be available only in the Midwest
initially, competing with such products as Red Bull. It will be aimed at
the 18-45 age group.
Rosell chose H&K's Chicago office on the referral of an H&K contact he
had known in Stockholm.