JOY launches MUSASHI campaign with anime character

By AdNews | 10 September 2021

Agncy JOY has created a category first campaign to launch Musashi Energy Drink.

The campaign's creative and media work together to deliver an integrated launch across television, digital, out of home and social media.

The campaign, starting today, features Musashi brand ambassador Rob Whittaker, UFC World Champion.

The idea is to connect with energy drinkers who want the extra benefits of sport nutrition. This is achieved through creating an anime character of Rob. We see him consume a Musashi Energy Drink and his transition before entering the octagon, where he explodes on his opponent.

Amy Huntley, marketing director of Musashi: ““With our unique performance formulation, we knew Musashi Energy would be a category disruptor. But being new into a competitive category we all agreed that our creative needed to leverage the brand’s strong sports nutrition credentials in order to be distinctive.

"The animation of our athlete ambassadors to endorse this product is brillant and we can’t wait to see the impact it will have with consumers.”

Louis Hu, creative director of JOY: “The idea to amplify our sports credentials through high-impact animation was born from Musashi’s category advantage ‘more than energy’ and clearly supports the product benefits of greater Focus, Performance and Recovery.”




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