Suntory BOSS Coffee brews ambition in a new campaign

SYDNEY, Today: Suntory BOSS Coffee is reshaping the trans-Tasman coffee scene with a bold new campaign from It’s Friday. It introduces a fresh brand identity and challenges traditional craft coffee views.

The campaign, featuring the new tagline Ambition is, positions Suntory as the ideal partner for fuelling ambitious workdays with its quick and tasty flash brew coffee.

It highlights the unique Flash Brew method—coffee brewed hot and quickly chilled to preserve rich flavours. This method emphasises Japanese craftsmanship and quality.

Amy Hiscock from Suntory Beverage & Food APAC states: “Suntory BOSS Coffee is proudly the top canned coffee in Australia and New Zealand. Our initial ‘How Japan Can’ campaign aimed to introduce our product and emphasise our Japanese heritage.”

“Suntory BOSS Coffee is proudly the top canned coffee in Australia and New Zealand.”

“The new Ambition is campaign and visual identity, created with It’s Friday, lets us focus on our heritage while enhancing the quality and taste experience to inspire a Boss Coffee moment anytime during the workday. Suntory BOSS Coffee is real, rich-tasting, flash brewed coffee, all in the convenience of a can,” Amy stated.

Vince Lagana, CCO at It’s Friday, says: “In this first iteration of the ‘Ambition is’ campaign, we focus on the brand’s authentic coffee credentials.

“We know we can’t replace the first coffee of the day for Aussies and Kiwis; that’s sacred. But once they realise Suntory BOSS is real coffee, they discover a new way to enjoy their second or third cup. That’s how Suntory BOSS Coffee fuels ambition throughout the day.”

The Ambition is campaign is now live across Australia and New Zealand on TV, digital video, social media, OOH, and POS. The new visual identity is being rolled out across key customers.

CREDITS

Client: Frucor Suntory
VP Brand Development: Penny Cheung
Marketing and Innovation Director: Amy Hiscock
Senior Brand Manager: Chris Henbrey

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