The Taiwanese bubble tea chain was to be launched in Singapore. Protegie was assigned as the exclusive marketing consultant to facilitate and strategise for their venture.
With fierce competition present in the market, it was important for Protegie to build credibilty and hype around The Alley’s launch.
We focused on establishing the brand identity of The Alley as the famous bubble tea chain recognisable by its distinctive logo of a deer with large antlers, emphasising The Alley’s Unique Selling Points: It’s Auorora Series and Brown Sugar Deerioca.
We tapped on our public relations expertise to garner as much coverage as possible through media drops, blog articles, and influencer marketing. The brand has been featured on blogs such as Sethlui, Eatbook, DanielFoodDiary and Mothership. The Alley has also been ranked among the top Five Bubble Tea in Singapore in an article by 8 Days.
We also had the pleasure of working with The Alley to launch their first premium concept outlet in the world-The Alley Luxe.
Time was spent doing market research and building hype around the launch of the outlet.