Healthy soft drink brand Moju is partnering with Channel 4 to sponsor its breakfast programming section. The six month partnership is set to reach an estimated 12 million adults.
MOJU, which has recently launched a new brand identity, will move even further into the mainstream British public’s consciousness by leveraging the broadcaster’s extensive cultural reach.
The partnership will be led by a series of idents that will capture the motivational essence of the drink’s ‘you got this’ outlook, infusing Channel 4 breakfast viewers with a fresh dose of energy for the day.
“This partnership marks a huge milestone in the MOJU journey. Since day one, we’ve been on a mission to feed the nation’s mojo with a fresh way to kickstart their day,” MOJU co-founder and CEO, Rich Goldsmith, said.
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“Making our shots easily accessible through increased distribution has already fired up our growth, but the visibility and association with Channel 4 Breakfast is where things can get really exciting. As well as being on our wavelength from a creative perspective, the strong association with morning routine means we can’t think of a more perfect partnership.”
Resulting from a collaboration between media agency Bicycle London, creatives at Who Wot Why and Merman director Will Clark, the idents will run through to January 2024. The idents will air day between 6:45am and 10am every weekday and 7am – 9.45am on weekends.
Channel 4 sponsorship and commercial partnerships lead, Rupinder Downie, added: “Channel 4’s breakfast programming helps viewers kickstart their day with a range of exciting shows, perfectly aligning with MOJU’s invigorating and healthy message and products.
“We’re thrilled to welcome MOJU as our new sponsors of ‘Channel 4 Breakfast’, and to once again showcase how Channel 4 can help brands reach highly targeted and engaged audiences.”
