Suntory BOSS Coffee declares itself ‘official coffee of summer’

Suntory Boss Coffee has launched a new ANZ summer campaign positioning itself as the “official coffee of summer”, celebrating the everyday moments and “summer tribes” that define the season across Australia and New Zealand.

Developed with creative agency It’s Friday, the campaign spotlights spontaneous summer rituals, from early-morning runners and surfers to balcony loungers, festival-goers and weekend escapers, with the brand framed as a constant companion through it all. The work taps into pre-work mornings, Friday knock-offs and sunny weekends, positioning the brand as a real iced coffee made for summer rather than a seasonal novelty.

“Everyone has their own way of doing summer, and Suntory Boss Coffee fits naturally into all of it,” said Morgan Loveridge, head of execution at Suntory Boss Coffee and Future Brands.

“Whether you’re powering through a workday or taking a well-earned break, Suntory Boss Coffee is your summer buddy, refreshing and crafted with care using the flash brew method, and made for the little moments that make summer feel like summer.”

The campaign builds on the brand’s Japanese heritage, highlighting its flash brew method, which rapidly chills freshly brewed coffee to lock in aroma and smooth flavour, delivering a barista-quality experience in a ready-to-drink format.

“Time to call it and make it official,” Vince Lagana, chief creative officer at It’s Friday, said. “Aussies and Kiwis live for summer and Suntory Boss is the coffee buddy that helps them make the most of it.”

The campaign is rolling out across out-of-home, digital, social and retail channels throughout summer.