Client: Boss Coffee

Service: RTD Coffee

Target audience: Coffee drinkers

SMP: The best way to enjoy coffee in summer

Mandatories: Logo

Idea: Boss Coffee is defined as a regular guy archetype, which emphasises its objective in being everyone's daily coffee. The boss Coffee's tone of voice refers to a creative, playful and motivational tone to boost energy, just as coffee does. The headline is short but engaging, highlighting the word "cold" in blue to emphasise a sense of refreshment in iced Boss coffee. Typography is an integral part of the ad since it creates an emphasis that attracts the audience. The colours and visuals of the ad emphasise an icy blue background to highlight the cold and refreshing nature of the product. The proposition is well-structured, guiding the audience on what to look for first.