Japan's iconic canned coffee brand, Suntory BOSS Coffee, has unveiled a fresh brand identity and campaign, 'Ambition is'.

Developed by Sydney-based creative agency, It's Friday, the campaign positions Suntory BOSS Coffee as the ideal companion to fuel busy workdays with a delicious and convenient flash brew coffee experience. The campaign centres around the unique Japanese 'Flash Brew' method, where coffee is brewed hot and chilled rapidly to deliver a rich coffee taste.

Head of Suntory BOSS Coffee Marketing, Suntory Beverage & Food APAC, Amy Hiscock, said: “Suntory BOSS Coffee is proudly the number one canned coffee beverage across Australia and New Zealand. When we introduced the product into the market two years ago with our ‘How Japan Can’ campaign, it was important that we raised awareness of the category and focused on our Japanese heritage. The new campaign ‘Ambition is’ and updated visual identify, developed with the team at It’s Friday allows us to continue to hone in on our heritage but also dial up the quality and taste experience to inspire a Boss Coffee experience at any time during the work day. Suntory BOSS Coffee is real, rich-tasting, flash brewed coffee, all in the convenience of a can.”

The campaign also introduces a new visual design identity, drawing inspiration from Japanese craftsmanship and 'Kanso' – simplicity. The new visual identity is being rolled out across key customer touchpoints.

It’s Friday CCO and Co-Founder, Vince Lagana, said: “In this first iteration of the ‘Ambition is’ campaign we wanted to focus on the brand’s real coffee credentials. We knew we’d never replace the first coffee of the day for Australians and our Kiwi friends. That’s too sacred. But once people understand that Suntory BOSS coffee is real coffee, they see that there’s a fresh way to get that second or third coffee hit. That’s where Suntory BOSS Coffee comes into its own. That’s how it can help fuel ambition as the day goes by. We’re looking forward to rolling out more under the ‘Ambition is’ platform soon.”

The 'Ambition is' campaign is now live in Australia and New Zealand across TV, digital video, social, OOH and POS. It's Friday is an independently owned creative agency based in Sydney.