Suntory BOSS Coffee has launched a new summer campaign via It’s Friday celebrating the many “summer tribes” that define the season across Australia and New Zealand. From early-morning runners and surfers to balcony loungers, skaters, festival goers, and weekend escapers, the campaign captures how different lifestyles experience summer — positioning Suntory BOSS Coffee as the refreshing iced coffee made for every moment.
Celebrating The Many Ways People Live Summer
The campaign shines a spotlight on spontaneous, carefree moments that shape everyday summer life: pre-work mornings, Friday knock-offs, sunny weekends, and impromptu hangouts. Rather than presenting a single idealized version of summer, the creative celebrates diversity — showing how each “tribe” enjoys the season in its own rhythm.
Whether people are chasing waves, cycling through the city, relaxing in the park, or heading out on a spontaneous road trip, Suntory BOSS Coffee appears naturally within these moments, reinforcing its role as a genuine lifestyle companion.
Positioning Coffee As A Seasonal Companion
According to Morgan Loveridge, Head of Execution – Suntory BOSS Coffee and Future Brands, the brand fits organically into every version of summer — from powering through busy workdays to enjoying well-earned breaks.
The messaging moves beyond functionality and into emotional relevance, positioning the product not simply as a beverage, but as a trusted summer buddy that enhances everyday rituals and social moments.
Japanese Craftsmanship Behind Every Can
As one of Australia and New Zealand’s most popular ready-to-drink coffee brands, Suntory BOSS Coffee differentiates itself through authentic Japanese brewing craftsmanship combined with everyday convenience.
Each can is brewed using the traditional flash brew method, rapidly chilling freshly brewed coffee to lock in bold aroma and smooth flavor. This meticulous process delivers a refreshing, barista-quality experience — ideal for warmer weather and active lifestyles.
OOH Anchors A Multi-Channel Rollout
The campaign is rolling out across out-of-home, digital, social, and retail environments, ensuring strong visibility throughout daily consumer journeys. OOH plays a central role by placing the brand directly within the public spaces where summer activity naturally unfolds.
From transit corridors to lifestyle districts and retail precincts, large-format placements amplify the campaign’s energy and cultural relevance, reinforcing top-of-mind awareness during peak seasonal moments.
Declaring The Official Coffee Of Summer
According to Vince Lagana, Chief Creative Officer at It’s Friday, the campaign embraces the cultural truth that Australians and New Zealanders live for summer — positioning Suntory BOSS Coffee as the drink that helps people make the most of it.
By aligning brand storytelling with real behavior, seasonal energy, and omnichannel visibility, the campaign elevates the product from refreshment to cultural companion — proudly declaring Suntory BOSS Coffee as the official coffee of summer.
FAQs about this campaign
What is Suntory BOSS Coffee’s summer campaign about?
It celebrates the many ‘summer tribes’ across Australia and New Zealand—highlighting everyday summer moments and positioning BOSS as the official coffee of summer.
Who created the campaign?
The campaign was created by the agency It’s Friday for Suntory BOSS Coffee.
Where is the campaign running?
It is rolling out across out-of-home advertising, digital, social media, and retail environments throughout Australia and New Zealand.
What makes Suntory BOSS Coffee different from other iced coffees?
Each can is brewed using the Japanese flash brew method, rapidly chilling freshly brewed coffee to lock in bold aroma and smooth flavor for a barista-quality taste.
Why does this campaign work well for OOH?
By reflecting real summer behaviors and placing the brand in public environments where summer happens, the campaign builds cultural relevance, memorability, and seasonal top-of-mind awareness.
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