AUCKLAND, Today: Suntory BOSS Coffee is taking a cheeky swing at the iced coffee aisle, launching a new ANZ campaign for its freshly released Café range.
Created with It’s Friday, the campaign runs on the platform “Less Milkshake. More Real Coffee.”, taking aim at iced coffees that have drifted a little too far into dessert territory.
The new Suntory BOSS Coffee Café range was developed in response to demand for something lighter, more refreshing and more focused on actual coffee.
Using the brand’s signature Japanese brewed-hot, chilled-fast technology, the range aims to deliver a café-quality experience without the heavy milkshake-style feel.
At the centre of the campaign is the ‘Is it a Milkshake? Helpline’, a very serious-sounding service for a very relatable iced coffee identity crisis.
The idea invites workers to call in and question whether what they are drinking is really iced coffee, or something quietly pretending not to be a milkshake.
“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.” – Vince Lagana, CCO, It’s Friday
“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 roll out across Australia and New Zealand through video, OOH, retail and social via @suntorybosscoffeeanz.
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
Share this Post
