Say cheese to Liho

RTG Holdings, a drinks chain in Singapore, launched a new brand of bubble tea, LiHo, with a PR and social media strategy after its contract to distribute the formerly leading brand of bubble tea ended.

Campaign details

Advertiser: Royal T Group Pte LtdBrand: LiHOAgency: Ruder Finn Asia Pte LtdCountry: Singapore

Summary statement

A classic 'David and Goliath' tale in the food and beverage industry in Singapore.

LiHO, a new bubble tea brand, came into the Singapore market cornered by a dominant incumbent to become a top bubble tea chain with over 80 outlets in Singapore, within a period of two months.

Bubble tea – a beverage originating from Taiwan – is a popular drink in Singapore. Introduced in 2001 to Singapore, only a few brands have withstood the...

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