Suntory BOSS Coffee is set to revolutionize the coffee experience in Australia and New Zealand with a new brand campaign crafted by It’s Friday creative agency. The campaign introduces a fresh brand identity, challenging traditional notions of craft coffee and positioning Suntory BOSS Coffee as the ultimate catalyst for ambition and drive.
Under the new tagline ‘Ambition is’, Suntory BOSS Coffee aims to become the perfect companion for hectic workdays, offering a convenient flash brew coffee experience that packs a delicious punch.
The campaign is built on the insight that Australians and New Zealanders have a strong affinity for high-quality coffee. It highlights the unique Japanese ‘Flash Brew’ method, where coffee is brewed hot and rapidly chilled to deliver a rich, robust flavor in every can of Suntory BOSS Coffee.
The messaging across the campaign assets emphasizes the premium coffee taste packed within each can, promising to boost ambition and drive for the day ahead.
Drawing inspiration from Japanese craftsmanship and the concept of ‘Kanso’ – simplicity, the campaign also unveils a new visual design identity for the brand.
Amy Hiscock, head of Suntory BOSS Coffee marketing, expressed pride in the brand’s success as the top canned coffee beverage in the region. The campaign aims to celebrate the brand’s Japanese heritage while enhancing the quality and taste experience to inspire a Boss Coffee moment anytime during the workday.
Vince Lagana, CCO and co-founder at It’s Friday, highlighted the campaign’s focus on Suntory BOSS Coffee’s authentic coffee credentials, aiming to offer a fresh way to enjoy subsequent coffee hits throughout the day.
The ‘Ambition is’ campaign for Suntory BOSS Coffee is now live in Australia and New Zealand across various media channels, including TV, digital video, social, OOH, and POS. The updated visual identity is being rolled out across key customer touchpoints.
The campaign sets out to position Suntory BOSS Coffee as a real, rich-tasting coffee that can fuel ambition throughout the day, resonating with coffee enthusiasts in both countries.
As the coffee industry continues to evolve, campaigns like these play a crucial role in shaping consumer perceptions and driving brand engagement. By tapping into the cultural significance of coffee and introducing innovative brewing methods, brands like Suntory BOSS Coffee can stay relevant and capture the attention of discerning coffee lovers.
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