The first ’all-natural’ energy drink is set to make an assault on
the Red Bull-dominated UK market.
Swedish brand Magic, which is sold worldwide, launches in the UK in
September with a pounds 1m through-the-line campaign by Edge GMC.
The agency will carry out a guerrilla marketing campaign to position the
drink in bars and clubs as the trendiest, healthiest energy drink.
Further activity will include radio advertising, promotions and product
sampling, targeting health- and image-conscious 20-somethings.
The Drum Consultancy will oversee a PR campaign.
Created in Sweden in response to the country’s tight regulation of
artificial stimulants in drinks, Magic contains guarana, ginseng and
fructose, instead of taurine and artificial caffeine.
It enters the UK market against artificial stimulant drinks such as Red
Bull, Red Devil and Hype.
Since launching three years ago, Magic’s sales have doubled each
It is sold in countries including Norway, Iceland, Greece, Australia,
Hong Kong, China and Saudi Arabia. Owned by Magic House AB, it will be
distributed in the UK by Megaboom.
UK sales of energy and sports drinks are expected to exceed pounds 700m
this year. The energy sector makes up nearly 10% of the soft drinks