Calling all coffee connoisseurs across the Tasman Sea! Get ready to have your perceptions of canned coffee shattered. Suntory BOSS Coffee, the iconic Japanese brand, is shaking things up with a brand-new campaign that promises to redefine your coffee experience.
This isn’t your average sugary convenience drink. Suntory BOSS Coffee is taking aim at the heart of what truly fuels ambition: delicious, high-quality coffee. Their secret weapon? The unique Japanese “Flash Brew” method, where coffee is brewed hot and then rapidly chilled to lock in a rich, robust taste.
Say goodbye to lukewarm disappointments and hello to a convenient can bursting with real coffee goodness. This campaign, aptly titled “Ambition is,” positions Suntory BOSS Coffee as your perfect partner-in-crime for those busy workdays. It’s the ideal pick-me-up to propel you forward, sip by delicious sip.
Inspired by Japanese craftsmanship and the spirit of “Kanso” (simplicity), the campaign boasts a fresh new visual identity alongside its powerful message.
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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, the creative agency behind the campaign, adds, “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 “Ambition is” campaign is already live across Australia and New Zealand, gracing your TV screens, digital feeds, social media, billboards, and store shelves. So, ditch the compromise and embrace a whole new level of canned coffee. Suntory BOSS Coffee is here to fuel your next adventure, one delicious sip at a time.
