Suntory Boss Coffee Taps into Its Japanese Roots with Energetic Campaign from Bounce Creative

Launching in Australia and New Zealand two years ago, Suntory Boss Coffee builds on their 30 year Japanese heritage with a fresh content piece, captured in the bustling city of Tokyo. The energised spots have been put together by the Sydney Social Agency partners that helped establish the brand in 2019 and has since been running all of their online channels.

Not afraid to take risks for Suntory Boss Coffee over the years, Bounce Creative have previously experimented with arcade game face filters, launched the business’s first bespoke e-commerce store, while also adding TikTok into the social repertoire earlier this year… All attributing to a successful digital first approach and ongoing growth across each platform.

The latest series of videos show a lighthearted take on the brand’s positioning: How Japan Can. The execution is carried by a custom music composition paired with choreographed moves to add fun and flair to iconic Japanese jobs. A Shinkansen (Bullet Train) driver and a Steeplejack (Construction Worker) break into an unsuspected dance, powered by the coffee in their hands.

The local agency team enlisted the talents of Tokyo based dance company; Hidali, to ensure an authentic output was created, with a Japanese cast and crew on board to help with the execution on the ground.

Joel Chapman - Bounce Executive Creative Director says, “With the rise of Tik Tok, where a staggering 1 million videos are viewed every single day - brands are continually competing for share of voice and striving for relevance in the social media landscape. Creating content with a genuine entertainment factor has never been more important, which is why we wanted to take a different approach to this execution than what has previously been explored. We’re aiming to give viewers a smile, first and foremost, with an energetic dance that is backed up by the product proof points. A simple and playful piece that everyone involved is really proud of.”

As Suntory Boss Coffee excels toward year on year growth across ANZ, Shana Khan, Senior Brand Manager mentions, “Bounce have been working with us on our social media and e-commerce content strategy for the last 2 years and we’re really excited for this new video series to launch. Our brand strategy reflects the Japanese heritage which has been amplified even further, as we add new depth. Working across the globe via video calls and live on-set camera streams had its challenges, but we had an expert team on hand to help guide us through the process. Partnering with local workers, a Tokyo production team, Japanese choreographers and talent was really important for us, to make sure everything we created was honest and authentic."

The social content launches across all brand platforms this week and will also be supported by a wider above the line campaign