Suntory BOSS Coffee shows off ‘flash brew’ method in new campaign
Suntory BOSS Coffee has launched a new brand campaign by creative agency It’s Friday, positioning the canned coffee as “the ultimate catalyst for ambition and drive”.
The new brand tagline, ‘Ambition is’, “positions Suntory BOSS Coffee as the ideal buddy to help fuel busy work days with a delicious convenient flash brew coffee experience” and showcases the unique Japanese ‘flash brew’ method, where coffee is brewed hot and chilled fast.
Amy Hiscock, head of Suntory BOSS Coffee marketing 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.
“The new campaign ‘Ambition is’ and updated visual identify, developed with the team at It’s Friday allows 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.”
Vince Lagana, CCO and Co-Founder at It’s Friday, said: “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.”
The campaign is now live across TV, digital video, social, OOH and POS.
Credits
Client: Frucor Suntory
Penny Cheung, VP Brand Development
Amy Hiscock, Marketing and Innovation Director
Chris Henbrey, Senior Brand Manager
Creative Agency: It’s Friday
Production: Darren Bailey – Generator United
VFX / 3D Production
Company: Heckler Sydney and Singapore
Executive Producer: Will Alexander
VFX Director: Cody Amos
Head of Production: Amy Jarman
Flame Online: Julian Ford
Houdini Effects Artist: Sen Ree Ooi
3D Artists: Dani Planas, Joan Divins
Live Action Production
Company: Scoundrel
Producer: Renee Nadid
Executive Producer: Kate Gooden
Sound and Music
Music Composition + Sound Design: Squeak E. Clean
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Nathan Jolly is the Features Editor at Mumbrella. He joined the team in July, 2023.
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