Suntory BOSS Coffee, Japan’s number one selling coffee in a can, is launching in Australia and New Zealand with a new brand platform, How Japan Can, via Clemenger BBDO Sydney.
BOSS Coffee is the secret sauce that keeps Japan’s workforce alert, productive, and at the top of their game, leading to the development of ‘How Japan Can’. The campaign, featuring a range of social, digital, radio, and OOH assets was shot on location in Tokyo by local production company Mr+Positive.
Says Penny Cheung, head of inventions at Frucor Suntory: “We’re incredibly excited to be launching one of Suntory’s most successful Japanese products right here in Australia and New Zealand – BOSS is the #1 coffee in a can in Japan and we’re determined to make it #1 here as well.”
Says Ben Coulson, chief creative officer at Clemenger BBDO Sydney: “We had a great time discovering how Japanese workers ‘get it done’, with a little help from Boss Coffee.”
Marketforce worked with Clemenger on the campaign, with local creative team Brandon Piggott and Justin Borromei contributing on the ‘How Japan Can’ platform idea.
“It was great to collaborate with Clems Sydney on this brief, and for Justin and Brandon to deliver such a campaignable platform idea in How Japan Can,” said Marketforce CCO Paul Coghlan.
“It’s an idea the client can really build on and own into the future.”
Client: Frucor Suntory
Agency: Clemenger BBDO Sydney
Agency Partner: Marketforce
Production: Mr+Positive, Tokyo