Australia – Suntory BOSS Coffee, Japan’s iconic canned coffee brand, has teamed up with creative agency It’s Friday in a new brand campaign that redefines the trans-Tasman coffee experience.
Based on the understanding that Aussies and Kiwis have a deep appreciation for robust, high-quality coffee, Suntory BOSS Coffee’s campaign revolves around the unique Japanese ‘Flash Brew’ method, where coffee is brewed hot and chilled fast to deliver a rich coffee taste.
It’s Friday’s campaign for the iconic coffee brand positions it as the ideal partner to help fuel busy work days with a delicious, convenient flash-brew coffee experience.
With the new brand tagline ‘Ambition is’, the messaging across the campaign assets sets to reinforce the quality coffee taste experience inside every can of Suntory BOSS Coffee, which will deliver a boost to drive further ambition for the day ahead.
Furthermore, its new brand visual identity draws inspiration from Japanese craftsmanship and ‘Kanso’, which is defined as simplicity. Its fresh new brand identity challenges conventional perceptions of craft coffee and positions the brand as the ultimate catalyst for ambition and drive.
The ‘Ambition is’ campaign runs across TV, digital video, social, OOH, and POS. The new visual identity is also rolling out across key customers.
Amy Hiscock, head of Suntory BOSS Coffee marketing at Suntory Beverage & Food APAC, said, “Suntory BOSS Coffee is proudly the number one canned coffee beverage across Australia and New Zealand. When we introduced the product into the market two years ago with our ‘How Japan Can’ campaign, it was important that we raised awareness of the category and focused on our Japanese heritage.”
She added, “The new campaign ‘Ambition is’ and updated visual identity, developed with the team at It’s Friday, allow us to continue to hone in on our heritage but also dial up the quality and taste experience to inspire a Boss Coffee experience at any time during the work day. Suntory BOSS Coffee is real, rich-tasting, flash-brewed coffee, all in the convenience of a can.”
Also speaking on the campaign, Vince Lagana, CCO and co-founder of It’s Friday, shared, “In this first iteration of the ‘Ambition is’ campaign, we wanted to focus on the brand’s real coffee credentials. We knew we’d never replace the first coffee of the day for Australians and our Kiwi friends. That’s too sacred. But once people understand that Suntory BOSS coffee is real coffee, they see that there’s a fresh way to get that second or third coffee hit. That’s where Suntory BOSS Coffee comes into its own. That’s how it can help fuel ambition as the day goes by. We’re looking forward to rolling out more under the ‘Ambition is’ platform soon.”
