The latest news, trends, analysis, interviews and podcasts from the global food and beverage industry

Agus has launched an avant-garde strategy for Magico, beverages with nata de coco. The communication anchor, encapsulated in the slogan "no tricks, just Magico", positions the brand not as a refreshment, but as a teleportation portal to pleasurable destinations.

Indulgence, star and communication strategy

Of course, Magico is a delicious beverage. But there is a broader story in the consumer experience. It is about teleportation to magical places and magical moments, specific for each target audience. Biting into crunchy coconut cubes (nata de coco), immersed in a delicious fruit drink or ice tea, brings the senses to various pleasurable destinations.

The icon star acts as a perfect portal – featured on the label, campaign visuals and throughout all brand communication. The star is more than a single design element, but a key shelf differentiator. It also facilitates distinguishing product lines: in the fruit drinks range, the star is blue, while in the new ice tea line, it turns green. Its design and colour coding resonate with a wide spectrum of consumers, from Gen Z to Millennials, Gen X and even Baby Boomers.

“Magico is more than a drink – it is a portal,” said Giorgio Garavaglia, managing partner of Break Design, the agency responsible for the brand. “In today’s world, everyone needs a moment of indulgence. Whether you are 17 or 70, Magico lets you teleport to a place where you feel good."

The brand name itself was created by blending the English words magic and coconut. It has, however, Italian sound and soul [Italian: mà-gi-co], which simply means magic. In addition to fruit drinks, the brand also offers ice tea and limited or special editions. The larger, 500ml bottle allows for even longer enjoyment. This breaks the brand’s positioning as a classic beverage with nata de coco.

Advertising campaign

The campaign has been implemented in a selected European market, with tailored materials prepared across key communication platforms. The brand communication was designed to be consistent and multidimensional, using key elements that influence consumer emotions and decision-making. It is built on three pillars: emotional storytelling, strong brand identity and visual appetite appeal, all crafted to inspire consumers to try the beverage.

It focuses on modern digital advertising formats, emphasising social media (TikTok, Instagram, Facebook, YouTube, Google Display Network), outdoor (OOH/DOOH), as well as trade marketing activities. Public relations support ensures consistent storytelling and visibility across business channels.

International and local impact

The Italian agency Break Design, Agus' strategic creative partner, is responsible for Magico's naming, visual identity and communication strategy. Localisation and preparation of digital materials, including display creations, social media formats, video development, media purchase and coordination, have been executed in cooperation with local partners.

The product as an experience

Hello Day! Magico is a beverage with crunchy coconut cubes (nata de coco), which enhance the experience with sensory delight. The brand offers three main product lines: fruit drinks (lychee, mango, strawberry, coconut), ice tea (lemon, peach, citrus), and limited or special editions (summer 2025: mojito, yuzu). Agus plans to introduce further new developments.