Suntory International Corporation: advert-body-3 by gyro Cincinnati

A new Boss Coffee campaign positions the cold brew brand as the choice for consumers who favor minimalism and purpose. The campaign seeks to emphasize the pure, true flavors of Boss, and contrast the brand's approach with that of high street competitors.

The campaign includes a new can design and branding, as well as copy expressing the brand's purpose and philosophy: 'Nothing but pure coffee.'

The purity and starkness of the can and campaign design, as well as the curated content, such as branded haikus and the Minimalist Guide series, convey conviction and the higher standards of a life well lived, brought by Boss coffee.