Japanese canned coffee brand Suntory BOSS Coffee is introducing a fresh brand identity in a new campaign from creative agency It’s Friday.
The new brand tagline ‘Ambition is’ positions Suntory BOSS Coffee as the ideal buddy to help fuel busy workdays with a convenient flash brew in a can.
Aussies and Kiwis love a robust and quality coffee, so the new campaign centres on the Japanese ‘flash brew’ method, where coffee is brewed hot and chilled fast to deliver a rich coffee taste.
Campaign messaging seeks to reinforce the quality coffee taste experience inside every can of Suntory BOSS Coffee to drive further ambition for the day ahead.
Drawing inspiration from Japanese craftmanship and the concept of ‘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 identity, developed with the team at It’s Friday allows us to continue to home in on our heritage but also dial up the quality and taste experience to inspire a Boss Coffee experience at any time during the workday.
“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 identity is rolling out across key customers.
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