"Spirit of Boss" Web Videos Set in a small factory, these videos document the essence of "working."

Suntory Beverage & Food International has released two web videos for its "Spirit of Boss" product on its official YouTube channel starting on the 2nd, ahead of the nationwide launch of the product on September 8th under its "Boss" brand, positioned as "the coffee companion for working people."

Spirit of BOSS launches as a product designed to support those who continue working on the front lines, no matter the circumstances, amidst increasingly diverse work styles influenced by the recent COVID-19 pandemic. It offers a rich milkiness and sweetness while delivering a robust coffee aroma and deep body. Through this product, BOSS conveys its commitment to continuously supporting working people.

The videos, themed "Times may change, but the spirit remains," are set in two small town factories. They document, in a documentary style, a new employee who voluntarily started working at a new workplace and their senior mentor. Each, from their own perspective, sincerely shares their hidden passion, feelings for the workplace, and thoughts about each other while facing their work.

BOSS × Kurihara Seiki " Passing Down Craftsmanship Through Generations" Edition (148 seconds) symbolically depicts the "spirit of craftsmanship" passed down through three generations—from the founder grandfather to the father, and from the father to the son—remaining unchanged even as times shift.

BOSS × Miwa Seisakusho " Turn Your Passion into Your Work. " Edition (156 seconds) features a new female employee embracing the spirit cultivated by the small factory. She strives on the production floor while receiving guidance from her senior colleagues.
Through these two stories, the campaign impressively conveys the message "Today, on the factory floor," highlighting the enduring spirit of the workplace that remains unchanged despite the times, while weaving in the products.

Official Site:
https://www.suntory.co.jp/softdrink/boss/spiritofboss/