Suntory BOSS Coffee fuels ambition in latest work from It's Friday

6 May 2024

Creative Agency: It's Friday

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Centred around the unique Japanese ‘Flash Brew’ method.

Suntory BOSS Coffee, Japan's iconic canned coffee brand, is about to redefine the trans-Tasman coffee experience in a 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 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 Australians and Kiwis have a strong affiliation with a robust and quality coffee, the 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.

Suntory Beverage & Food APAC head of Suntory BOSS coffee marketing Amy Hiscock said when the company introduced the product into the market two years ago with its ‘How Japan Can’ campaign, it was important that it raised awareness of the category and focused on its 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," said Hiscock.

It’s Friday CCO and co-founder Vince Lagana said in this first iteration of the ‘Ambition is’ campaign, the agency 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," said Lagana.

“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 C

hris 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


Live Action Production

Company: Scoundrel Producer: Renee Nadid

Executive Producer: Kate Gooden


Sound and Music

Music Composition + Sound Design: Squeak E. Clean

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