When Suntory BOSS Coffee launched its new Café bottled range in Australia, Liquid was engaged to create awareness and drive trial through an integrated launch campaign.

Recognising the range was perfectly suited to people looking for quality coffee before their local café opened, we built the campaign around a simple idea: find Sydney’s earliest risers and get the range to them.

To bring this to life, we commissioned research to identify the city’s earliest-rising areas, then activated a three-day breakfast pop-up across key commuter corridors, serving free BOSS Coffee and breakfast to the people powering the city before dawn. The campaign was amplified through a mix of earned media, paid publisher partnerships, influencer talent, social content and on-the-ground activation.