The popular "Craft Boss" series has added a new color, "Brown," to its lineup.
Suntory Beverage & Food International will launch "Craft Boss Brown," a new product in its popular "Craft Boss" coffee beverage series known for its easy-to-drink taste and stylish bottle design, on June 19. This is the third product in the series, following "Black" and "Latte."
Ahead of the launch, a product experience event was held on the 13th at Roppongi Academy Hills in Minato Ward, Tokyo.
Takumi Otsuka, Section Manager of the Japan Business Division, explained, "Craft Boss surpassed 15 million cases in its first year, pioneering a new market for coffee beverages. Sales for the entire Boss brand are strong, up 7% year-on-year." He introduced the new product, stating, "It features a light sweetness that balances easy drinkability with satisfaction, aiming for a refreshing mouthfeel. We used no artificial sweeteners, achieving a perfectly balanced milky flavor."
Manager Otsuka then called out the collaboration campaign character, LINE Friend Brown, saying, "Please never call it 'low-sugar'. It's Brown!"
Comedian Yuriyan Retriever, who appears in the Craft Boss TV commercial, rushed to the venue. Yuriyan humorously shared about the commercial, "When my manager first asked me to appear, I thought it was for a 'Boss' commercial, not a 'Boss' commercial." She added, "During the first shoot, I didn't get many chances to meet the other cast members, but this time I got to meet everyone, including Masato Sakai, and it was really fun. It was a very relaxed atmosphere."
Though Yuriyan is a "black coffee person," she tried the new product and said, "It's incredibly refreshing with just the right sweetness. Just holding it feels stylish," clearly liking both the taste and the bottle.
Actor Atsushi Ito also appeared on stage, saying, "I came because I heard Boss was releasing a new lightly sweetened product."
Ito mentioned his experience appearing in TV commercials for "Boss Luxury Low-Sugar" and commented, "Brown... ultimately means low-sugar, right?" Yuriyan immediately retorted firmly, "It's not low-sugar, it's brown!"
Ito reluctantly conceded, then abruptly brought up, "I'm called 'Brown' in the acting world." He looked relieved, saying, "Now I've found a reason for being here."
After tasting Brown, Ito praised it: "Delicious! Less sweet than Luxury Low-Sugar, yet it has that slight bitterness like drinking black coffee. The perfectly balanced flavor is truly Brown." He then delivered his signature line from the old commercial: "Luxury!"
When Yuriyan, who received a limited-edition label Craft Boss from LINE Friend Brown, expressed her delight with her signature English-style speech, Ito concluded, "Getting to hear such a wonderful speech... what a luxury!"
To commemorate the launch, the company is running a campaign where users can win bottles and bottle caps featuring the LINE Friend exclusive label. Additionally, the fourth collaboration campaign between Craft Boss and ZOZOTOWN, where users can win a custom-made backpack from the popular bag brand "Masterpiece," is underway starting May 8th.
Official website:
https://www.suntory.co.jp/softdrink/craftboss/
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