Suntory BOSS Coffee has launched a new summer campaign across Australia and New Zealand, declaring itself the “official coffee of summer” and celebrating the diverse groups that define the season.
Developed by creative agency It’s Friday, the campaign shines a light on what the brand calls Australia’s and New Zealand’s many “summer tribes,” from early-morning runners, cyclists, and ocean swimmers to festival-goers, skaters, park-bench break-takers, and balcony loungers.
Celebrating the moments that make summer
The campaign leans into the everyday, spontaneous moments that characterise summer on both sides of the Tasman, including pre-work mornings, Friday knock-offs, sunny weekends and impromptu hangouts.
Across these scenarios, ice-cold Suntory BOSS Coffee is positioned as a natural companion, reinforcing its place as a ready-to-drink iced coffee made for warmer weather and on-the-go moments.
“Everyone has their own way of doing summer, and Suntory BOSS Coffee fits naturally into all of it,” said Morgan Loveridge, head of execution, Suntory BOSS Coffee and future brands.
“Whether you’re powering through a workday or taking a well-earned break, Suntory BOSS Coffee is your summer buddy, refreshing and crafted with care using the flash brew method, and made for the little moments that make summer feel like summer.”
Japanese craft meets ready-to-drink convenience
As one of the most popular ready-to-drink coffee brands in Australia and New Zealand, Suntory BOSS Coffee continues to emphasise its Japanese heritage and brewing credentials.
Each can is brewed using the traditional flash brew method, where freshly brewed coffee is rapidly chilled to lock in aroma and smooth flavour. The process is designed to deliver a refreshing, barista-style experience in a convenient format, without compromising on taste.
The campaign reinforces this craftsmanship while positioning the brand as an easy, everyday choice throughout summer.
A confident summer statement
According to It’s Friday, the creative platform was about making a clear, confident claim during the peak season.
“Time to call it and make it official,” said Vince Lagana, CCO at It’s Friday. “Aussies and Kiwis live for summer, and Suntory BOSS Coffee is the coffee buddy that helps them make the most of it.