H&K is selected to create Magic in US

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.

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