Suntory BOSS Coffee is challenging the iced coffee category head-on with the launch of a new ANZ campaign via It’s Friday for its newly launched Café range.
The campaign is built around the platform “Less Milkshake. More Real Coffee.” designed to reframe consumer expectations with more ‘milkshake style’ competitors and drive switching among habitual iced coffee drinkers.
Suntory BOSS Coffee Café was created in response to consumer demand for something lighter and more real coffee, the new range offers a more refreshing, café‑quality experience that delivers “less milkshake, more real coffee” using the same signature Japanese brewed‑hot, chilled‑fast technology that made the can range so popular.
At the centre of the new campaign is a ‘Is it a Milkshake? Helpline’, inviting workers to call in and question whether what they are drinking is a real iced coffee, prompting a reconsideration of choices and encouraging a switch to Suntory BOSS Coffee Café.
“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 of It’s Friday.
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
