{"id":20095,"date":"2025-06-11T12:45:33","date_gmt":"2025-06-11T11:45:33","guid":{"rendered":"https:\/\/www.vccp.com\/uk\/?post_type=work&p=20095"},"modified":"2025-06-11T12:56:00","modified_gmt":"2025-06-11T11:56:00","slug":"just-feel-the-urjj","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/uk\/work\/muller\/just-feel-the-urjj","title":{"rendered":"Just feel the URjj"},"content":{"rendered":"
\r\n
\r\n \r\n
\r\n \r\n
\r\n

London, Tuesday 10th June<\/strong>: Today, M\u00fcller FRijj<\/strong> launches its latest integrated campaign, developed by global creative agency of record VCCP. \u2018Just feel the URrjj\u2019 aims to shake up the ready-to-drink milkshake category with a healthy hit of chaotic fun.<\/p>\n

The campaign builds upon the humorous tone established in recent campaigns by the humorous M\u00fcller FRijj<\/strong> \u2018Embrace the URjj\u2019 campaign last year, which featured billboards with M\u00fcller FRijj<\/strong> bottle-shaped holes in the centre to give the illusion that someone has embraced \u2018the URjj\u2019: grabbing the bottle from the poster.

\u2018Just feel the Urjj\u2019 builds on M\u00fcller\u2019s<\/strong> growing reputation for bold, humorous work – following recent campaigns for M\u00fcller Corner<\/strong> and Bliss<\/strong> – but this time turns its attention to Gen Z men. In a world where these young men are being told to hustle harder, grind more, and take life seriously, M\u00fcller FRijj<\/strong> offers a much-needed antidote to all that noise. The campaign repositions M\u00fcller FRijj as a mischievous, nonsensical escape from the pressures of modern life.

The 20\u201d film disrupts typical content formats by spoofing self-serious influencer culture – finance bros, gym gods and alpha motivators – before exploding into absurdity with a chaotic rush of \u201cUrjj energy\u201d as the M\u00fcller FRijj<\/strong> bottle takes over. Think motivational clich\u00e9s turned on their head with milkshake-fuelled mayhem, ending with the defiant message: \u201cJust feel the Urjj.\u201d

<\/p> \r\n \r\n \t\t\t <\/div>\r\n \r\n

\r\n \t\t

To bring this campaign to life, VCCP\u2019s<\/strong> own CD George Wait directed the campaign – the idea being to create frenetic, high-energy visuals that feel as if the algorithm has had a sugar rush. VCCP\u2019s global content creation studio Girl&Bear<\/strong> brought the campaign to life by leading production across design, post-production and audio, while Bernadette, VCCP\u2019s digital experience agency, managed the animated DOOH and social assets. EssenceMediacom handled media planning and buying across platforms including TikTok, Meta, YouTube, roadside and transport OOH.

Targeting 16\u201324-year-old men – Britain\u2019s milkshake-drinking heartland – the campaign is designed to cut through a crowded category and reconnect with an audience who grew up with M\u00fcller FRijj but might have forgotten just how fun it is. With life feeling increasingly serious for a generation under pressure to perform, M\u00fcller FRijj invites them to take a break, and just feel the Urjj.

The campaign kicks off today across social, followed by OOH from June 16th, with media planning and buying led by EssenceMediacom<\/strong> and influencer activity has been managed by Ogilvy<\/strong> PR<\/strong>.

George Wait, Creative Director at VCCP<\/strong>, added: \u201cYoung men today are being bombarded by finance bros, looksmaxers, and alpha influencers \u2014 all telling them they need to look a certain way and be infinitely wealthy to avoid being considered a failure. We wanted to remind our audience that it’s okay to take a step back and just enjoy yourself – to put the hustle on hold and treat yourself to something as simple as a nice, tasty milkshake and a dollop of nonsense.\u201c<\/p> \t\t<\/div>\r\n \t\t\r\n <\/div>\r\n \r\n <\/div>\r\n<\/section><\/div>\n\n

\n
\n\n
\n M\u00fcller FRijj is for the lads who need a bit more nonsense in their day. The new \u2018Just feel the Urjj\u2019 campaign taps into that rebellious, fun-loving energy we know this audience craves, and reminds them why M\u00fcller FRijj has always been the most delicious, thick and exciting milkshake on the shelf. \n Hannah Gillespie, Senior Brand Manager at M\u00fcller<\/cite> <\/blockquote>\n\n <\/div>\n <\/section><\/div>\n\n
\r\n
\r\n
\r\n