Functional shot brand MOJU has launched a new 17-week multichannel advertising campaign.
Following MOJU’s 2023 Channel 4 Breakfast Sponsorship, the brand is stepping up its activity 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, aimed at further cementing MOJU’s association with the morning occasion.
Building on MOJU’s ‘WAKE SHAKE BOOM’ creative platform, the 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 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 on stations including Absolute Radio, Virgin Radio and Radio X. MOJU will also sponsor its first radio segment, teaming up with “5 Words 5 Grand” hosted by Dave Berry on Absolute Radio.
Meanwhile, MOJU is planning poster advertising in major cities in the New Year alongside a sampling programme that will offer shots to commuters and office workers. The campaign will be supported with social, influencer and press activity, alongside retail media.
The increased marketing investment coincides with MOJU’s strong 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 category, driving 50% of the total functional shot sub-category volume growth with its 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”.
