Suntory BOSS Coffee / How Japan Can

In a country full of coffee snobs, selling canned iced coffee was always going to be a challenge. To help Suntory launch BOSS in Australia, we couldn’t authentically tap into the product’s ingredients creds, so instead we focused on a simple insight: Japan is a country known for going, and going, and going - there must be a secret to it. That secret was BOSS. How Japan Can saw the product picked up by all major supermarkets inside one year of launch, and BOSS become the category leader in packaged coffee in Australia and New Zealand.