Suntory BOSS Coffee has launched a new ANZ campaign for its newly launched Café range, targeting what it says is the iced coffee category’s drift toward milkshake-style products.
Created with It’s Friday, the campaign is built around the platform “Less Milkshake. More Real Coffee.”
The work is designed to reframe expectations in the category and drive switching among habitual iced coffee drinkers.
Suntory BOSS Coffee Café was created in response to consumer demand for something lighter and more focused on real coffee.
The range offers a more refreshing, café-quality experience, using the same Japanese-brewed, hot-and-chilled, fast technology behind the brand’s can range.
The campaign positions the new Café range as an alternative to heavier, milkshake-style competitors.
The ‘Is it a Milkshake? Helpline’
At the centre of the campaign is the “Is it a Milkshake? Helpline”.
The idea invites workers to call in and question whether what they are drinking is actually real iced coffee.
The helpline is designed as a playful prompt for consumers to reconsider their choices and switch to Suntory BOSS Coffee Café.
Suntory BOSS Coffee on resetting expectations
Morgan Loveridge, Head of Suntory BOSS Coffee and Future Brands at Suntory Beverage & Food Oceania, said the campaign was created to highlight where the category has shifted.
“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,” Loveridge said.
“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.”
It’s Friday on the idea
Vince Lagana, CCO at It’s Friday, said the campaign uses humour to highlight confusion in the category.
“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.
“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,” said Lagana.
The campaign will roll out across ANZ through video, out-of-home, retail and social.
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
Top image: Suntory BOSS Coffee