Suntory BOSS Coffee launches campaign and visual identity via It’s Friday

It's Friday- 2 - Suntory BOSS Coffee OOH Landscape (1)

“We knew we’d never replace the first coffee of the day for Australians and our Kiwi friends. That’s too sacred.”

It’s Friday has launched a new brand campaign for the Japanese canned coffee brand, Suntory BOSS Coffee.

Ambition is, the brand’s new tagline, positions Suntory BOSS Coffee as the beverage to help fuel busy work days with a convenient flash-brew coffee experience.

The campaign includes a new brand visual design identity, drawing inspiration from Japanese craftmanship and the principle of ‘Kanso’, or simplicity.

It centres around the unique Japanese ‘Flash Brew’ method, in which coffee is brewed hot and chilled fast to deliver a rich taste.

Amy Hiscock, head of Suntory BOSS Coffee Marketing, Suntory Beverage and Food APAC, said: “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.”

Vince Lagana, CCO and co-founder at It’s Friday, said: “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.


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 

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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