In October last year, Leo UK and MOJU gave caffeine drinks a challenger, taking the functional drink brand’s ginger shots into the realm of energy drinks with the creative platform, Bring on the Boom, led by a series of OOH and digital ads across the UK, with sampling built around the idea of Boom Eyes, dramatising the ginger drink’s enlivening effect.
Now the UK campaign has launched its first TVC, on Boxing Day, the brand’s biggest TV media campaign to date. The commercial, directed by comedy talent, Max Barden, will run through to the end of February, at the peak moment when health, vitality and new habit-setting are top of mind. It is designed to build long-term brand and emotional connection, and, most importantly, to land MOJU’s core mission – helping people take on the day at full power and “live life with more mojo”.
The campaign is a major strategic evolution for the brand, sharpening its focus on long-term brand building and emotional resonance while maintaining the brand’s signature tone and punchy attitude. The platform is rooted in consumer truth – 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!” – championing MOJU as a daily mindset shift for time-poor, active consumers.
The first burst featured a high-impact ATL rollout across London and the South-East, supported by a full multi-channel plan expected to reach over 49 million people nationwide. Activity included OOH, digital, social, influencer, retail media and sampling, as well as bold new Boom Eyes visuals designed to dramatise the visceral impact of a MOJU shot. A custom-built interactive photo booth at Westfield Stratford City captured participants’ genuine BOOM face in real time, projecting them instantly onto Westfield’s iconic digital screen.
A new second phase extends MOJU’s nationwide presence via OOH, digital, social, influencer and retail media. A high-impact multi-city campaign will roll out across Manchester, Edinburgh and Glasgow, with Birmingham joining the line-up for the first time. To supercharge trial, MOJU will distribute over 200,000 samples across key campaign moments – encouraging consumers to kick-start the new year with stronger, healthier routines and to take on every day at full power.
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. Our new TVC builds directly on the platform – translating Boom into a bold, energetic visual world that brings the visceral kick of MOJU to life.”
Mark Elwood, chief creative officer at 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 the same. This work is as tasty as the product itself, and there’s more to come.”
Hannah Saunders, business director at media agency, Bicycle, commented, “MOJU is a brand that already packs a punch, but with this campaign we wanted to go beyond function to showcase that unmistakable MOJU feeling. ‘Bring on the Boom’ is designed to stop people in their tracks, pairing bold creative with bold media.”
Where the campaign began:
