Musashi celebrates launch of Musashi Energy Drink with ‘Energy Amplified’ campaign via JOY


Sports nutrition brand Musashi has launched a new campaign via JOY for its new Energy Drink, which features brand ambassador and UFC World Champion Rob Whittaker.


The 3 year brand transformation of Musashi is paying big dividends with double digit growth YoY. Musashi is now Australia’s number one sports nutrition brand and continues to expand with the launch of Musashi Energy Drink into the $500M energy drink category. Musashi sports nutrition credentials clearly differentiate it from competitors and are supported by a unique formulation to disrupt the category.

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

Says 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 brilliant and we can’t wait to see the impact it will have with consumers.”

Says Louis Hu, creative director, 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.”

Says Martin Patton, principal of JOY: “As we did with Sports Nutrition, I think we’ve cracked the energy drink category code for Musashi, giving the team clarity on how to develop a path to disrupting the category and successfully taking valuable market share from the current leaders.”

Says Jeremy Mansford, director at Unlisted: “Our amazingly talented team made it possible to have every moment reach the correct levels of epic with each hand drawn frame. Visualising each type of energy that MED delivers with ultimate vigour. It was an absolute blast to transport Rob Whittaker into a hyperbolic anime world.”

JOY has created a category first campaign to launch Musashi Energy Drink. The campaign clearly demonstrates the power of joined-up think with creative and media work seamlessly together to deliver an integrated launch across television, digital, out of home and social media.

The campaign starts this Friday, 10th September to support the retail rollout.

Client: Musashi
Amy Huntley – Marketing Director
Ross Webb – Brand Manager
Hal Titmarsh – Marketing Coordinator

Agency: Joy
Martin Patton – Principal/ Strategist
Louis Hu – Creative Director
Christine Annis-Brown – Account Executive
Peter Gardiner – Integrated Producer
Harry McIntosh – Media Account Manager
Katie Chandler – Social Lead
Nick Kyprianou-Brown – Social Media Manager

Animation – Unlisted
Jeremy Mansford – Director, Unlisted
Sound Design – White Owl Sound