Japan’s ready-to-drink brand Suntory BOSS Coffee has launched a campaign in Australia and New Zealand for its new Café range, created in partnership with agency It’s Friday, built around the platform “Less Milkshake. More Real Coffee.”
The campaign aims to get habitual iced coffee drinkers to question whether what they’re drinking is actually iced coffee — and switch.
The Suntory BOSS Coffee Café range was developed in response to consumer demand for a lighter product, according to the release. The range uses the same brewed-hot, chilled-fast technology as the existing can range.
At the center of the campaign is a feature called the “Is it a Milkshake? Helpline,” which invites consumers to call in and question whether what they are drinking is a real iced coffee.
“We saw an opportunity to call out where the category has drifted,” said Morgan Loveridge, Head of Suntory BOSS Coffee and Future Brands, Suntory Beverage & Food Oceania. “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.”
“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 Vince Lagana, CCO, It’s Friday.
The campaign will run across video, out-of-home, retail, and social in Australia and New Zealand.
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
