Just the latest in catchy code words for military operations for public consumption. Normally, operational code words are computer-generated. Some examples:
URGENT FURY - the invasion of Grenada, 1983
JUST CAUSE - the removal of Manuel Noriega in Panama, 1989
DESERT SHIELD - the buildup leading to Gulf War I
DESERT STORM - Gulf War I
INFINITE JUSTICE - the original code name for ENDURING FREEDOM, the war in Afghanistan (which was toned down from the latter).
'Shock and Awe' is actually the title of a book written by Harlan K. Ullman and James P. Wade, and is a study of future military conflict (when the book was written in 1996) and used as the primary strategy in Gulf War II. The book's text is at
http://www.dodccrp.org/shockIndex.html .