BOSS Coffee launches in Australia with ‘How Japan Can’ campaign via Clemenger BBDO Sydney
Suntory BOSS Coffee, Japan’s number one selling coffee in a can, is launching in Australia and New Zealand with a new brand platform, How Japan Can, via Clemenger BBDO Sydney.
BOSS Coffee is the secret sauce that keeps Japan’s workforce alert, productive, and at the top of their game, leading to the development of ‘How Japan Can’. The campaign, featuring a range of social, digital, radio, and OOH assets was shot on location in Tokyo by local production company Mr+Positive.
Says Penny Cheung, head of inventions at Frucor Suntory: “We’re incredibly excited to be launching one of Suntory’s most successful Japanese products right here in Australia and New Zealand – BOSS is the #1 coffee in a can in Japan and we’re determined to make it #1 here as well.”
Says Ben Coulson, chief creative officer at Clemenger BBDO Sydney: “We had a great time discovering how Japanese workers ‘get it done’, with a little help from Boss Coffee.”
You can find out more about BOSS Coffee at https://www.suntorybosscoffee.co.nz.
Client: Frucor Suntory
Agency: Clemenger BBDO Sydney
Agency Partner: Market Force
Production: Mr+Positive, Tokyo
Media: OMD
19 Comments
Not sure Aus market will take to coffee in a can. Hasn’t worked for nitro brew and major market is tradies who are hooked on existing iced coffee brands.
This ad wasn’t as good as the anime, which in turn wasn’t as good as the original manga.
Neat line.
Nice try, copywriter.
Can confirm, coffee in a can is delicious. But I’m not a tradie.
The idea works well, the line lost me for a bit. Should’ve gone with power over pun. Anyone who’s tasted one of these/visited Japan, which seems like half of Aus at the moment, will give it a go.
They really missed the trick by not having the vending machines that serve them hot
Train execution… Bloody beauty. Well done team. One of my favourite posters of the year.
3 word platform…
Short, uncostly executions…
Lands the provenance…
Lands the product benefit…
Lands the product format…
What more to the critics want to see in an FMCG launch? I think this will do pretty well.
And 4, lands a pun which unfortunately undoes your other 3 points.
It’s fun.
So I’m sure the planners will hate it. And the wet rags who comment on here.
Gotta love sweeping generalisations. Cracker line. More fun please, and more faith in planning.
@Good simple bad pun
I find people in the ‘puns are always bad’ camp can’t tell the difference between a good and a bad pun.
There’s nothing wrong with a good pun.
There’s nothing worse than a bad pun.
This is a so-so pun saved by good art direction and a good insight.
FUN! Can’t wait to try it.
Cool, really like this.
Exactly what I’d hope coffee from Japan does! Great simple stuff!
Aussies might not go for coffee in a can. But they’ll probs go for coffee in a can from Japan. The power of association; something this campaign is leveraging up the wazoo. I had one the other day. I got it because I’d already tried it in Japan, and it made me think of that trip, which was a fun trip. Hashtag no regrets.
Also to anyone in advertising dissing puns? Shame on you. Shame on you. Talk about biting the hand that feeds.
It’s a rip-off!!! … He’s not smoking the pipe!
Needs iconic boss character.
No Tommy Lee Jones…..
Too late for that