Suntory BOSS Coffee positions itself as “Official Coffee of Summer” in new ANZ campaign

Australia – Suntory BOSS Coffee has launched a new summer campaign across Australia and New Zealand, positioning itself as the “Official Coffee of Summer” through a creative developed by agency It’s Friday.

The campaign highlights a wide range of so-called “summer tribes” that characterise the warmer months, including early-morning runners, cyclists, surfers and ocean swimmers, as well as park-goers, balcony loungers, festival attendees, skaters and weekend travellers. It focuses on everyday moments associated with summer, such as pre-work mornings, Friday afternoons, sunny weekends and spontaneous social gatherings, with Suntory BOSS Coffee featured as an ice-cold ready-to-drink option for the season.

“Everyone has their own way of doing summer, and Suntory BOSS Coffee fits naturally into all of it,” said Morgan Loveridge, head of execution at Suntory BOSS Coffee and Future Brands. “Whether you’re powering through a workday or taking a well-earned break, Suntory BOSS Coffee is your summer buddy, refreshing and crafted with care using the flash brew method, and made for the little moments that make summer feel like summer.”

Suntory BOSS Coffee is one of the more established ready-to-drink coffee brands in Australia and New Zealand, known for combining convenience with Japanese brewing techniques. Each can is produced using the flash brew method, which rapidly cools freshly brewed coffee to preserve aroma and flavour, delivering a chilled coffee experience intended to replicate barista-quality standards.

“Time to call it and make it official. Aussies and Kiwis live for summer and Suntory BOSS Coffee is the coffee buddy that helps them make the most of it,” said Vince Lagana, CCO at It’s Friday.

The campaign is being rolled out across out-of-home, digital, social and retail channels, reinforcing Suntory BOSS Coffee’s positioning as a summer-focused beverage for a broad range of consumer lifestyles across both markets.