Vietnam – BOSS Coffee and Dentsu Creative Vietnam have launched ‘BOSS MODE: ON’, a campaign for the brand’s new energy drink that celebrates the blue-collar workers who keep everyday life moving.
Inspired by the fast-paced demands of essential professions, the campaign places everyday workers at the centre of stories typically associated with superheroes. It highlights the responsibilities carried by workers whose roles are deeply embedded in daily life but often receive little recognition in popular culture.
The campaign focuses on three blue-collar professions, depicting the challenges they face while navigating busy roads, managing electrical systems, and transporting passengers and goods across waterways. Through cinematic storytelling, the films emphasise the concentration, quick decision-making, and steady performance required to carry out these roles safely and effectively.
According to BOSS Coffee, the campaign reflects the combination of physical stamina, mental focus, and confidence needed by many workers managing demanding schedules and everyday responsibilities.
Beyond the films, ‘BOSS MODE: ON’ will extend across digital, social, and on-ground activations.
Shizuka Masuno, Senior Marketing Director, Suntory PepsiCo Vietnam Beverage, commented, “With BOSS Coffee Energy Drink, we wanted to introduce a different kind of energy experience for Vietnam’s modern workforce – one built around sustained alertness and mood uplift rather than temporary stimulation. As a coffee brand from Japan with strong credentials as a trusted worker’s buddy, BOSS saw an opportunity to move beyond conventional category messaging and connect with consumers through everyday experiences.”
Hieu Nguyen, Chief Client Officer, Dentsu Creative Vietnam, added, “‘BOSS MODE: ON’ was designed to be the ultimate state where physical energy, mental focus, and a positive mood converge, allowing individuals to take command of demanding situations throughout the day. By introducing a fresher narrative approach for this category, we aim to deliver a campaign that is both universally relatable and genuinely entertaining.”
