It’s Friday and Suntory BOSS Coffee have given craft coffee a new purpose. Their new trans-Tasman brand campaign challenges conventional perceptions of craft coffee, 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 fuel busy workdays, and underlined by its unique Japanese flash brew method, where coffee is brewed hot and chilled fast to deliver a rich coffee taste.

The campaign is built on the insight that Aussies and Kiwis have a strong affiliation with a robust and quality coffee. The messaging across the campaign assets reinforce the Suntory BOSS Coffee’s quality coffee taste that will deliver a boost to drive further ambition for the day head.

The campaign includes a new visual design identity for the brand that draws inspiration from the Japanese craftmanship and ‘Kanso’ – simplicity.

Amy Hiscock, head of Suntory BOSS Coffee marketing, Suntory beverage & food APAC, stated, “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, added, “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 full campaign covers Australia and New Zealand across TV, digital video, social, OOH and POS.

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: Heckler Sydney & 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 
Video Production: Scoundrel
Producer: Renee Nadid
Executive Producer: Kate Gooden

Music Composition & Sound Design: Squeak E. Clean