Café range.
Suntory BOSS Coffee is challenging the iced coffee category head-on with the launch of its Café range in a campaign via It’s Friday.
The campaign is designed to reframe consumer expectations with more ‘milkshake style’ competitors and drive switching among habitual iced coffee drinkers.
Suntory BOSS Coffee Café uses the signature Japanese brewed‑hot, chilled‑fast technology that made the can range so popular.
“We saw an opportunity to call out where the category has drifted,” said Suntory Beverage & Food Oceania head of suntory BOSS coffee and future brands, Morgan Loveridge.
“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.”
The campaign will be rolled out in ANZ across video, OOH, retail and social.
"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,” said It’s Friday CCO Vince Lagana.
“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.”
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 and Music: Studio Tonic
