Suntory Boss Coffee launches new ANZ campaign

Suntory Boss Coffee has launched an ANZ campaign for its new Café range. 

Developed by It’s Friday, the campaign is built around the platform ‘Less milkshake. More real coffee’. It aims to challenge perceptions of sweeter, milkshake-style competitors and encourage regular iced coffee drinkers to switch brands.

Is it a milkshake?

The new Café range was created in response to consumer demand for something lighter, with a more authentic coffee taste, says Suntory Boss Coffee.

At the centre of the new campaign is the ‘Is it a milkshake? helpline’, inviting workers to rethink their iced coffee choices and switch to Suntory Boss Coffee Café.

Reset expectations

Morgan Loveridge, head of Suntory Boss Coffee and future brands at Suntory Beverage & Food Oceania, says: “We saw an opportunity to call out where the category has drifted.

“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.”

Switch to real coffee

It’s Friday chief creative officer Vince Lagana says: “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.”

The campaign will be rolled out in ANZ across video, OOH, 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