How coffee is your iced coffee? If it comes in a can or bottle, probably not very. That could have gone on forever – except that Suntory BOSS Coffee is calling out ice coffee’s milkshake-like nature.
In the new ANZ campaign by It’s Friday, Suntory BOSS Coffee Café is challenging the iced coffee category head-on. The campaign for the brand’s new range, Suntory BOSS Coffee Café, is built around the platform, Less Milkshake. More Real Coffee., highlighting a key change for iced coffee drinkers. It is designed to reframe expectations in the face of more ‘milkshake style’ competitors and drive switching among habitual iced coffee drinkers.
Suntory BOSS Coffee Café was created in response to consumer demand for something lighter and more real coffee. The new range offers both using the same signature Japanese brewed‑hot, chilled‑fast technology that made the can range so popular.
At the centre of the new campaign is a Is it a Milkshake? Helpline, inviting workers to call in and question whether what they are drinking is a real iced coffee, prompting a reconsideration of choices and encouraging a switch to Suntory BOSS Coffee Café.
“We saw an opportunity to call out where the category has drifted,” stated Morgan Loveridge – head of Suntory BOSS Coffee and future brands, Suntory Beverage & Food Oceania. “The campaign marks a deliberate move to reset expectations in the category. There’s a growing disconnect between what iced coffee has become and what many people want from it. New Suntory BOSS Coffee Café brings the focus back to real coffee, a more balanced, refreshing experience and this campaign is about making that difference unmistakable.”
“Workers have grown up on iced coffee that’s basically a milkshake in disguise, so it’s no surprise there’s confusion around what real coffee is. The new Suntory BOSS Coffee Café is built on a simple idea – less milkshake, more real coffee. As part of the campaign, we created the Is it a Milkshake? Helpline, part public service, part reality check, helping workers call it out and switch to real coffee,” commented Vince Lagana, CCO It’s Friday.
The campaign will cover video, OOH, retail and social across ANZ.
Credits
Brand: Suntory BOSS Coffee
Creative Agency: It’s Friday
Producer: Darren Bailey @ Generator United
Production Company: Mr+Positive
Director: Connor Gilhooly
Executive Producer: Peter Grasse
Producer: Susannah Myerson
Post Production: Eden Studios
Photographer: Adam Eden
Retoucher: Mark Sterne
Sound & Music: Studio Tonic
