The buzz of a caffeine drink is at odds with the health & wellbeing movement. Functional shot brand, MOJO, is giving its popularity a wider realm to play in. Leo UK and media agency, Bicycle, have developed the creative platform, Bring on the Boom, focused on MOJU’s ginger shots, the brand’s largest ATL campaign to date.
The campaign began on October 20 with an OOH burst across London and the South-East. Designed for maximum impact, the OOH work will reach people in high-footfall areas and close to stores, supporting MOJU’s expanded distribution in Tesco and Sainsbury’s. The campaign will then extend to TV, OOH, digital, social, influencer, retail media and sampling, to reach over 49 million people throughout the UK. A 30-second TVC will air from Boxing Day through to the end of February – peak season for health, vitality and immunity. Throughout the campaign period, MOJU will also distribute over 400,000 samples, promoted in press and social.
The campaign is a significant strategic evolution for MOJU, with a sharpened focus on long-term brand building and emotional resonance. At its core, Bring on the Boom champions the unique physical and emotional power of MOJU’s fresh root ginger shots – landing with energy, impact and unapologetic attitude.
The creative platform is rooted in consumer truth, built directly from feedback describing MOJU as “a hit of nature’s most potent ingredients that puts fire in your belly” and “like a rocket up my bum that’s lit the fuse.” It introduces ‘Boom Eyes’, shorthand for the unmistakable jolt of a MOJU shot, the wide-eyed reaction people instinctively pull after downing fresh root ginger.
Leigh Kilby, head of brand and creative at MOJU, stated, “The new Bring on the Boom platform is built on how our consumers really experience MOJU – a powerful daily hit of fresh ginger root that sets them up to take on whatever the day throws at them. Boom is the benefit. It’s bold, energising, and unmistakably MOJU – and this new brand platform has liberated us to show up with more emotion, more personality and a deeper connection to our audience. Leo UK have helped us bring that to life with a creative platform full of personality and heaps of mojo.”
Mark Elwood, chief creative officer, Leo UK, added,“I bloody love a MOJU to start the day, couldn’t be happier having such a brilliant brand in our building. MOJU explodes into your day and the ‘Bring on the Boom’ is a platform that does exactly the same. Hopefully this work is as tasty as the product itself, and there’s more to come.”
Credits:
Client: Moju
Advertising Agency: Leo UK
CCO: Mark Elwood
Executive Creative Directors: Andrew Long & James Millers
Senior Copywriter: Conrad Swanston
Senior Art Director: Alex Bingham
Designer: Richard Hart & Lu Santana
Planners: Ipek Erel & Beth Mackenzie
Business Lead: Ruth Stasiak
Account Team: May Sinlapa & Leo Hollond
Project Manager: Lauren Stubbs
Agency Producers: Helen Choonpicharn & Megan O’hagan
Media Buying Agency: Bicycle
Media Planner: Will Ridley & Chris Ball
Production Company: Anonymous
Director: Max Barden
Editor: Sam Allen
Producer: Jude Vermeulen
Post-Production Company: Black Kite
