MOJU, the UK’s pioneering and leading functional shot brand¹, is continuing its bold push for brand fame this winter with the release of its new 30” TVC – launching on screens from Boxing Day through to the end of February, at the peak moment when health, vitality and new habit-setting are top of mind. This marks the second major burst of MOJU’s nationwide ATL activity for winter, and its biggest TV media campaign to date – 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.”
Directed by comedy talent Max Barden, the spot follows Paul, an exhausted dad juggling everyday chaos at full tilt. One shot of MOJU later, he’s propelled straight into the Boom Place – a supercharged world where he’s hyped up by a motivational coach and an adoring crowd. The film brings to life the unique physical and emotional power of MOJU’s fresh ‘super root’ shots, capturing the brand’s signature tone and punchy attitude.
The TVC builds on the significant ATL platform MOJU launched in late October: Bring on the Boom, developed with new creative partner Leo UK and media agency Bicycle. The campaign represented a major strategic evolution for the brand, sharpening its focus on long-term brand building and emotional resonance. 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!” – the platform champions 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 – driving both brand fame and trial.
This new second phase scales MOJU’s nationwide presence even further with another multi-channel amplification across 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: “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, said: “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 Bicycle, said: “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.”
¹ Circana Total Market, Volume Sales, 52 w.e 8.6.25
Source: Leo UK
You must be logged in to post a comment Login