Advertiser: Royal T Group Pte Ltd
Agency: Ruder Finn Asia Pte Ltd
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 test of time. The market leader was Gong Cha, which had a leading market share with almost twice as many outlets as its nearest competitor.
Through a clever mix of earned, shared and owned media, LiHO took the Singapore market by storm and it became the talk of the town among bubble tea drinkers, as well as social, online and mainstream media.