Music superstar Bruno Mars had been working behind the scenes for years on a rum brand he fell in love with, SelvaRey, after he first tried it on tour. When the liquid and the packaging were ready for prime time, the team came to Magrino seeking help in re-launching the brand with Bruno Mars at the helm, communicating “tropical luxury” and standing out as “not just another celebrity alcohol brand.”
Magrino worked to create a press roll-out for the new SelvaRey that used exclusive interviews with Bruno Mars about the brand vision, inspiration behind the products and his personal anecdotes to land features in outlets speaking to three key audiences: luxury business, travel/lifestyle, and the spirits trade. Magrino also successfully launched The Owner’s Reserve expression several months later to a new audience of luxury lifestyle media to showcase the premiumization of the category. A bottle seeding campaign landed critical reviews with industry experts, while consistent cocktail pitching created a sustained drum beat of lifestyle coverage for the brand.
Magrino has secured more than 300MM media impressions for SelvaRey with needle-moving brand features in Bloomberg Pursuits, Travel + Leisure, Departures, Shanken, The Spirits Business, Inside Hook, Forbes, Food Network, Cosmopolitan, Glamour, People and more.