Case Study MOJO Kombucha
MOJO launched a campaign based on the creative promise: Feel Alive. The creative reflects HOW the product makes you feel – energetic, healthy, uplifted. Take a look.
Made with certified organic ingredients, Organic & Raw Trading Co’s MOJO Kombucha is a fermented tea-based beverage with a number of nutrition and health benefits.
MOJO pioneered the kombucha category in Australia, when founders Anthony and his wife Sarah began handcrafting batches from their home in Willunga, on South Australia’s Fleurieu Peninsula in 2009.
With many kombucha competitors now in market, MOJO launched a campaign based on the creative promise: Feel Alive, to maintain market share. This message was derived from MOJO Kombucha’s key point of difference – that every bottle contains one billion living probiotics.
Following the launch of the campaign, MOJO also engaged Fuller to develop and execute an ongoing digital marketing and content strategy for the brand.
One of the creative executions for MOJO’s Feel Alive campaign was to make the product come to life using an animated graphic.
One execution pictured the bottle dancing to an upbeat song with effervescent bubble effects used to highlight the key message: feel alive with one billion living probiotics. A second execution showed the product bubbling inside the bottle and applied a wave like motion across the entire ad. A Facebook canvas ad was also produced, featuring the animated graphics, all key messaging and where to buy information.
The creative intent was to reflect HOW the product makes you feel – energetic, healthy, uplifted.
The creative developed for the Feel Alive campaign has since been applied to all digital content pieces created for MOJO, which have been distributed across social media.
The animated MOJO Kombucha bottle graphic was distributed across Facebook, Instagram and outdoor digital smartscreens in NSW, VIC and SA.