Suntory BOSS Coffee fuels ambition in new ‘Ambition Is’ campaign via It’s Friday
Suntory BOSS Coffee, Japan’s iconic canned coffee brand, is about to redefine the trans-Tasman coffee experience in a new brand campaign by creative agency It’s Friday.
Introducing a fresh new brand identity, challenging conventional perceptions of craft coffee, and 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 help fuel busy work days with a delicious convenient flash brew coffee experience.
Leading from the key insight that we know Aussies and Kiwis have a strong affiliation with a robust and quality coffee, the new campaign is centred around the unique Japanese ‘Flash Brew’ method, where coffee is brewed hot and chilled fast to deliver a rich coffee taste.
The messaging across the campaign assets sets to reinforce the quality coffee taste experience inside every can of Suntory BOSS Coffee that will deliver a boost to drive further ambition for the day head.
Drawing inspiration from the Japanese craftmanship and ‘Kanso’ – simplicity, the campaign is also the launch of the new brand visual design identity.
Says Amy Hiscock, head of Suntory BOSS Coffee Marketing, Suntory Beverage & Food APAC: “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.”
Says Vince Lagana, CCO and co-founder at It’s Friday: “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 identify is rolling out across key customers.
Client: Frucor Suntory
Penny Cheung, VP Brand Development
Amy Hiscock, Marketing and Innovation Director
Chris Henbrey, Senior Brand Manager
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
Company: Scoundrel
Producer: Renee Nadid
Executive Producer: Kate Gooden
Music Composition + Sound Design: Squeak E. Clean
10 Comments
This is good and all, but what a way to waste millions of bucks and tons of billable hours on all that hard-won “How Japan Can” equity – I had to check it was the same brand.
‘How Japan Can’ was a great line; I loved it; funny and well positioned. What a shame.
How Japan can made sense. this work focuses too much on quality of the coffee which is lacking in the actual product. The drinker of this product isnt going for quality, they want a hit of caffeine to get sh*t done, which is why How Japan can, worked.
I’m guessing ‘How Japan can’ didn’t work otherwise they’d be sticking with it.
Also found ‘How Japan Can’ a bit punny and stereotyped Japanese culture. It had no substance.
I like the look of this new work, posters are striking and well branded but it’s all a bit functional. Look forward to seeing what else they do with ‘Ambition is’
I’m sorry. But I really don’t like this. It doesn’t feel true to this brand at all. I used to live in Japan and was such a huge fan of their advertising. I understand you need to change things up for the Aussie market, but this is a real fail if you ask me. Such a shame.
Thankyou to the agency that did the How Japan Can work for the comments here.
I liked the other stuff
everything
Clearly the other previous work didn’t work so people need to stop defending it. I like where this new stuff is heading. It feels fresher than the borrowed interest of the previous campaign. And you know what? It has worked on me because up until now I thought Boss was an energy drink not a coffee.
‘Real coffee’ is a stretch. Come on, it comes in a can. The TVC copy does a better job of pitching the quality without using those words. (Although, why start with ‘traditionalists’ and not ‘tradition’ to pair with ‘ambition’ later? It’s even harder to understand)