Suntory BOSS Coffee, Japan’s iconic canned coffee brand, is about to redefine the trans-Tasman coffee experience in a new brand campaign by creative agency It’s Friday. Introducing a fresh new brand identity, challenging conventional perceptions of craft coffee, and positioning Suntory BOSS 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.
The messaging across the campaign assets sets to reinforce the quality coffee taste experience inside every can of Suntory BOSS Coffee that will deliver a boost to drive further ambition for the day head.
Drawing inspiration from the Japanese craftmanship and ‘Kanso’ – simplicity, the campaign is also the launch of the new brand visual design identity.
Amy Hiscock, Head of Suntory BOSS Coffee Marketing, 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.
“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 Suntory BOSS Coffee ‘Ambition is’ campaign is now live in Australia and New Zealand across TV, digital video, social, OOH and POS. The new visual identify is rolling out across key customers.
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
About It’s Friday
It’s Friday is an independently owned creative agency based in Sydney. Offering connected communication services; creative, media, customer experience innovation, and PR.
