Boss Coffee launches in Australia with ‘How Japan Can’ brand platform

Japan’s number one selling coffee in a can, Boss Coffee, has launched in Australia and New Zealand with a campaign, ‘How Japan Can’.

The campaign, created by Clemenger BBDO Sydney, highlights Japanese moments such as the process of making Mochi, and its famously crowded trains.

The ads aim to show that Boss Coffee is the fuel that keeps the Japanese workforce going.

The campaign was shot on location in Tokyo by local production company Mr+Positive.

The campaign will be executed across social, digital, radio, and OOH.

Penny Cheung, head of inventions at Frucor Suntory, said in a statement: “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 number one coffee in a can in Japan and we’re determined to make it number one here as well.”

The OOH execution for Boss Coffee’s campaign

Ben Coulson, chief creative officer at Clemenger BBDO Sydney, said: “We had a great time discovering how Japanese workers ‘get it done’, with a little help from Boss Coffee.”

Client: Frucor Suntory
Agency: Clemenger BBDO Sydney
Agency Partner: Market Force
Production: Mr+Positive, Tokyo
Media: OMD


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