MOJU is back to bring even more BOOM with new multi-million-pound ATL campaign.
MOJU, the UK’s number one functional shot brand, is set to wake up the nation this autumn with its new 17-week campaign. Launching on 1st September, the multichannel campaign will continue to establish MOJU as the UK’s favourite way to kickstart the day, helping busy consumers seek out the brand’s notoriously punchy shots as their go to daily pick-me-up.
Following the success of MOJU’s 2023 Channel 4 Breakfast Sponsorship, the brand is stepping up its activity to shake up even more mornings with a bolder, always-on TV approach. Aligned to breakfast programming, MOJU will expand into new broadcast channels with new 20’ and 10’ TV spots running across ITV and Sky, alongside Channel 4, further cementing MOJU’s association with the morning occasion.
Building on the award-winning ‘WAKE SHAKE BOOM’ creative platform, MOJU continues to shake up the market with bold and memorable advertising. The punchy three-word mnemonic is designed to instruct consumers, helping them to develop a daily morning ritual that’s easy to keep. With the help of the cuckoo clock, and the brand’s infamous ‘shot face’ reaction, the TV campaign aims to dramatise the uniquely craveable product experience that is ‘so good, you can feel it working’.
Developed in conjunction with creative agency, Who Wot Why, and media agency Bicycle, the campaign will be seen by an estimated 85% of UK adults, bringing MOJU’s distinctive boom to an additional 17.5 million consumers compared to last year’s campaign.
MOJU is also set to make its debut on radio with its first airtime ads, bringing its natural boom to popular stations including Absolute Radio, Virgin Radio and Radio X, targeting the morning and mid-afternoon slump with its notorious caffeine-free kick. In keeping with the brand’s light-hearted approach, MOJU will also sponsor its first radio segment, teaming up with the popular “5 Words 5 Grand” hosted by Dave Berry on Absolute Radio. This punchy partnership promises to revitalise listeners nationwide with a powerful dose of morning mojo.
To kickstart the nation into the New Year, MOJU will shake up the streets across London and Manchester, alongside high impact poster advertising in new regions across Leeds, Glasgow and Edinburgh. Giving a taste of what MOJU offers, 230,000 free sample shots will help give commuters and office workers a much-needed pick-me-up. The campaign will be supported with social, influencer and press activity, alongside unmissable retail media.
The increased marketing investment coincides with MOJU’s phenomenal growth and increasing national distribution footprint, now available in more than 11,500* stocking points. With a 55% volume share** of the functional shots category it created, it continues to shake up the juice and smoothie’s category, driving 50%** of the total functional shot sub-category volume growth with its craveable punchy shots.
Jon Marchant, MOJU’s Marketing Director said: “Our mission at MOJU is simple; help people live with more mojo, powered by nature’s most potent and nutritious ingredients. Our new TVC and radio campaign really brings this idea to life, and after the huge success of our Channel 4 Breakfast partnership in 2023, we’re really excited to attract a new wave of prospective shotters with this campaign. Our creative platform; ‘WAKE SHAKE BOOM’ has proved to be a big hit with consumers, and I’m proud of how the team have amplified this across new media channels and creative, bringing real consistency into our comms, whilst further solidifying our proposition in the market”.
Sean Thompson, ECD and Co-founder at Who Wot Why, said: “I was always taught that three words make for a great poster. Whilst this isn’t always true, and it’s massively ignored these days, it’s hard to avoid the impact of the rule of three on the streets. WAKE SHAKE BOOM packs a huge punch in just Three. Short. Words. The results are booming. More power to your elbow, MOJU.”
Hannah Saunders, Business Director at Bicycle said: “We have loved working with MOJU to grow and evolve their Wake Shake Boom campaign for the third year running. It perfectly encapsulates Bicycle’s ‘Power of and’ proposition, aligning media & creative, consistency & context, and efficiency and effectiveness to deliver the most impactful campaign yet. We can’t wait to see MOJU boom back onto our TV screens in September!”
Simon Kilby, Managing Director, Bauer Media Advertising said: “It’s fantastic to see MOJU expand into the realm of radio with this new campaign and, as part of that, collaborate together with us on its very first radio sponsorship. Not only will the audio component complement and boost the creative across TV and OOH, but will help MOJU reach new, engaged and trusted audiences across the UK. “5 Words 5 Grand” is one of our most popular on-air games, with 2.2m listeners tuning into the Dave Berry Breakfast Show every week.”
* EPOS Data to 31/07/2024
** Circana Total Market UK & NI, Volume Sales to 07/07/2024
Find out more: mojudrinks.com
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