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Consumers of the indulgence category are constantly searching for new types of delights and are eager to satisfy their hunger for new experiences, creating great opportunities. Agus has found the answer to these needs by creating a new beverage innovation, which is a combination of liquid and solid. This unique blend of two contrasting sensations – biting and drinking – satisfies the most demanding pleasure seekers and takes us to the world of magic. Revolution of enjoyment A new quality of indulgence has entered the scene, and it is exhilarating and totally thrilling. This approach is a complete reevaluation of the classic way of thinking about the indulgence category that has been known for years. Until now, this category has been predictable and associated mostly with ice creams, chocolate and snacks. Agus' concept is totally different and focuses on beverages. Serious about beverage indulgence and pleasure As coined by Theodore Levitt, professor at Harvard Business School: ‘sell the hole, not the drill.' This famous phrase reflects the hidden desires of marketing and product development teams around the world. Agus conceptually points to the benefits rather than the physical features of the products, and sees in it the greatest market potential. Hello Day! Magico is an intriguing sensory experience where the source of pleasure begins with a seemingly opposing combination: liquid and solid. The highlight of the enjoyment is built by springy nata de coco, which provides pleasure and indulgence by biting and chewing these jelly cubes dipped in a juice drink. Jaroslaw Banda, Agus’ communications director, said: “Our work on Hello Day! Magico began with the consumers' needs and wants. We asked ourselves: what do they want to feel like when they reach for our drink? What journey do we want to take them on? What sensory experiences do we want to offer them? And how do we want to surprise them? These were our fundamental questions. And the answers to those questions clearly showed us what the consumer is willing to pay for.” Playing with the structure of jelly coconut chunks (nata de coco), their squeezability and springiness, while sipping the fruity drink, consumers get the feeling of being teleported to paradise. The composition of the drink is surprising and gives unexpected sensations that you don't want to stop exploring. Physical product features lead directly to emotional benefits. Banda added: "Hello Day! Magico is aimed at all age groups who are looking for non-obvious delight beverages. Knowing this, we did not leave anything to chance. Each element is carefully refined: from the calibration of the coconut cubes, through flavour variations, to the wide bottleneck that facilitates the consumption. We didn't want to be a one-time adventure in the hands of the consumer. We are very serious when it comes to indulgence." Design that sells emotions It was critical for Agus to natively communicate with the consumers and to ensure that branding and design become a real sales tool. The design should scream so loudly from the shelf that people irresistibly reach for it and, after first trial, want to tell their friends about this novelty, inviting them to try it. With this in mind, Agus has partnered with Break Design, brand and packaging design agency, who was responsible for a complex creative job, from brand positioning concept and naming to visual identity, including logo, packaging design and key visuals. The agency brought into the project a fresh look and a lot of Italian style. Giorgio Garavaglia, Break Design’s managing partner, said: “The name Magico comes from the combination of magic and coconut. It has also an Italian sound and soul , actually meaning magic. Being an Italian agency, we are fully aware of the power of our language! We were looking for ways to communicate a unique, indulging experience that would magically take consumers to different places. So we thought: let’s let the Italian language work its wonders." On the brand’s identity level, an explanation of physical and emotional benefits was created through individual graphic elements, which form a coherent visual desire impact. Due to the wide consumer range, it was necessary to find iconic, universal symbols that convey an impression of delightful consumption. Garavaglia concluded: “See, recognise, remember. That is what we wanted consumers to do, so we aimed for a very symbolic visual identity. We needed an icon that would bring in the magic, and at once present a statement: "here I am!" The star was the perfect symbol. It is very simple, yet we made it irregular and a little diagonal to be more dynamic and unique. The blue is a very visible color and also one traditionally connected to magic: just think of Merlin’s cloak.” The final effect is truly remarkable and will grab attention when displayed on the shelf. Those interested will soon be able to enjoy it, as its official premiere takes place at Gulfood 2024, Dubai, UAE. The launch will be based on three flavours: mango, lychee and coconut. More flavours are already developed, ready for listings. The drink has less than five grams of sugar per 100ml and is presented in 500ml PET bottles with a convenient 38mm diameter cap. Agus will display it at booth S1-A32, Hall Shk Saeed.