Boss coffee

“Chill Out”

Insights:

Coffee lovers want to enjoy their coffee at its best in the summer heat, but they need a cool, refreshing alternative to traditional hot brewed coffee.

Supporting Evidence:

The consumption of cold brew has increased by 73% since 2019, with regular consumption increasing by 60%. This indicates that cold brew has become a popular cool option among coffee drinkers. (National Coffee Association, 2024, as cited in Hardtank, 2024).

Idea:

Boss Coffee brings a delicious and cool taste, perfect for hot days. “Relaxing,” “The best way to enjoy summer coffee.” clearly shows the summer lifestyle combining relaxation and enjoyment.

Execution:

3 OOH:

Posters in high foot traffic areas during summer (beach, outdoor shopping malls, and busy CBD areas)

Visual: Minimalist design with simple bold “Chill Out” typography on a coffee-coloured background.

1 Digital – Instagram Carousel Ad:

Swipe-through format showing Boss Iced Coffee products in summer settings: beachside, desk, and pool. Each frame ends with an “Available Now” CTA.

Social activation—TikTok’s “#ChillOutWithBoss” challenge:

Users share videos of fun moments while enjoying Boss Iced Coffee in hot weather. Encourage UGC, tagging the Boss brand, with attractive prizes for the most engaged and engaging videos. Sharing on TikTok and Instagram Reels to maximise reach.

Strategy rationale:

Placing ads in places with a lot of people passing by in the summer helps Boss Iced Coffee to be conveyed strongly and at the right time when the audience is feeling hot.

Simple images, outstanding with the minimalist design "Chill Out," create high recognition.

Stimulate immediate desire, stimulate emotional purchasing energy of people looking for cool drinks, and replenish energy in the hot summer.

Target audience: 

Young adults aged 18–35 who love coffee and want a cool, convenient drink for the hot summer.

SMP: 

Boss iced coffee is the best way to enjoy hot summer days.

Reference:

Hardtank. (2024, December 3). Cold brew growth around the world. https://hardtank.com/2024/12/03/cold-brew-growth-around-the-world/