Category

Juice and Smoothies had lost their mojo – the category was in decline, driven by a continued rise in broader health/sugar concerns, resulting in declining share in the key ‘breakfast’ occasion. Led by MOJU, functional shots are becoming the star performer in the juice and smoothie category, with their natural, health boosting and low sugar per serve proposition.

MOJU was leading the pack as the category pioneers, but needed to shift from doing a category education job (which was necessary at launch) to a brand building job. And take the leap from being an innovative product, to an iconic brand. So our brief was to create a brand platform that amplified MOJU’s emotional impact, expanding the category and distinguishing us from the competition.

The Insight

The creative platform is rooted in consumer truth, built directly from consumer feedback describing MOJU as an immediate kick start for your mind and body. MOJU’s brand mission has always been to “help people live life with more mojo” and we realised the power of the brand lies in its potential to reawaken the mojo we all have within us already.

The Idea

We realised the magic lay in something MOJU already had, as they’d already launched the brand platform “Wake, Shake, Boom” in 2023. ‘Boom’ was the key for us. It is bold, emotional, and big enough to drive a whole new brand association from ‘healthy morning boost’ to ‘powerful pick me up’. So we built a new creative platform ‘Bring on the Boom’ – bringing to life both the challenge to shot nature’s most potent ingredients, and the positive attitude and outlook towards whatever comes your way. In OOH, we played on MOJU’s existing ‘shot face’ – highlighting the expression people pull when they take a shot and feel the boom. The AV captured the the signature tone and punchy attitude that everyone feels once they’ve taken on of MOJU’s fresh ‘super roots’ shots!