BOSS Coffee has launched ‘BOSS MODE: ON’, a campaign for its new energy drink in Vietnam, developed by Dentsu Creative Vietnam, that centers blue-collar workers in cinematic storytelling.
‘BOSS MODE: ON’ places three familiar blue-collar professions at the center of stories usually reserved for blockbuster action characters. Whether navigating busy roads, managing complex electrical systems, or transporting passengers and goods across waterways, these workers depend on sustained focus, quick decision-making, and the right mindset to perform safely and effectively every day.
The films spotlight Vietnamese workers balancing demanding schedules and everyday responsibilities, for whom performance requires the combination of physical readiness to keep going, mental sharpness to stay focused, and a positive, confident mindset to handle pressure throughout the day.
“With BOSS Coffee Energy Drink, we wanted to introduce a different kind of energy experience for Vietnam’s modern workforce – one built around sustained alertness and mood uplift rather than temporary stimulation,” said Shizuka Masuno, Senior Marketing Director, Suntory PepsiCo Vietnam Beverage.
“As a coffee brand from Japan with strong credentials as a trusted worker’s buddy, BOSS saw an opportunity to move beyond conventional category messaging and connect with consumers through everyday experiences.”
“‘BOSS MODE: ON’ was designed to be the ultimate state where physical energy, mental focus, and a positive mood converge, allowing individuals to take command of demanding situations throughout the day,” said Hieu Nguyen, Chief Client Officer, Dentsu Creative Vietnam.
“By introducing a fresher narrative approach for this category, we aim to deliver a campaign that is both universally relatable and genuinely entertaining.”
Beyond the films, the campaign will run across digital, social, and on-ground activations.
