Nutrition Brand MOJU's Bold Campaign Provides Fiery Kickstart for 2024

Nutrition brand MOJU will today reveal a new and much bigger iteration of its award-winning Wake Shake Boom campaign to shake up the dreary January commute. This year, the campaign, which previously launched in January 2023 and won effectiveness awards* for driving a 20% increase in household penetration, will broaden to new frontiers, with high-impact placements across Manchester in addition to London, reaching more than 10 million people in need of invigoration. 

The campaign, which was developed by independent creative agency Who Wot Why with media led by Bicycle, seeks to intercept busy commuters and rushed middle aged parents, presenting a healthy and invigorating addition to their daily routine in the form of MOJU’s Ginger juice shots. While the vibrancy of the colour palette serves to communicate the potency of the product, MOJU’s infamous ‘shot face’ showcases the uniquely craveable product experience that is so good you can feel it work. 

The three-word mnemonic provides an easy-to-land brand message that shows the ease of activating a new morning routine: 

• WAKE – Waking up the nation with a morning boost 
• SHAKE – Shaking the nation into a new daily routine with fresh and vibrant ingredients
• BOOM – The naturally energising effects of a MOJU Ginger Shot and showing how it makes you feel

As an introduction to the brand, the campaign packs plenty of key messages into one memorable creative concept. 

Launching at the time of year when consumers typically look for a new healthy habit, the campaign also works to position MOJU as an easy-to-start morning ritual that is even easier to keep. It is part of a wider mission to establish MOJU as the UK’s favourite and freshest way to kickstart the day. 

The bright orange creative will go live across bold commuter-focussed placements including roadside 96 and 48 sheets in Manchester, high-impact placements on London underground and buses including Piccadilly Station approach, and proximity targeting around key retailers including Coop, Sainsbury’s and Waitrose. Outdoor activity will be supported by press – including a Manchester Evening News cover wrap – social media and YouTube ads. There will also be 150,000 free samples dished out across both cities to drive trial and provide a fiery kickstart to commuters as they trudge back to work after the festive break. 

As the UK’s #1 for fresh, health-boosting juice shots, MOJU has tapped into the growing demand for convenient nutrition to become one of the nation’s most exciting and fastest-growing consumer brands. 

Jon Marchant, marketing director at MOJU, said, “We are extremely excited to launch our second MOJU ATL campaign. After the recent success of MOJU’s Channel 4 breakfast sponsorship, there has been a growing demand for the brand and as more and more consumers start to build MOJU into their morning routine, we continue to demonstrate that healthy habits don’t have to be boring (or hard to keep!) Our notoriously fiery ginger shots are ready to wake, shake and boom the nation once again!” 

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 ignore 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 can't wait to see MOJU's second ATL campaign boom onto the streets of London and Manchester this January. Building on the success of last year's campaign and C4 Breakfast sponsorship, it is a clear indication of how client, creative and media working closely together can create highly effective and stand-out campaigns that deliver real client growth."