Tealive has conjured up a sweet treat for consumers by launching a bubble tea phone case collection together with Casesbywf infused with quirky boba-inspired designs. Known as the Tealive X Casesbywf Limited Edition collection, Casesbywf said on its website that the collection was inspired by the feeling of satisfaction when one's thirst is quenched upon drinking Tealive's drinks.
Bubble tea is as much a part of Malaysians' lifestyle as their smartphones, Loob Holding founder and CEO Bryan Loo told A+M. He explained that through the collaboration, Tealive is able to celebrate not just its collective love for bubble tea, but also its fans' individuality.
"We are targeting consumers from students to working adults who are avid boba fans, with a taste for novelty and are bold about their individuality," he said, adding the Tealive aims to sell at least 2,000 pieces worldwide in two months. Tealive is relying on the "fear of missing out" as well as the limited edition factor of the phone cases to drum up hype for its new products. "They will not be available for sale from 1 May onwards," Loo (pictured below) said.
At the same time, it also plans to stir up a movement among boba fans to declare their love for bubble tea with the Tealive phone cases personalised to their names, all in the name of celebrating International Bubble Tea month in April. The phone cases will be accompanied by metal pins which can be obtained from Tealive eCommerce stores under the theme “Pin Your Love for Tea”. Separately, Casesbywf has also collaborated with Cakenis, Shals, Yuna, Dianashawl and Cupcake Aisyah, among others, for limited edition phone cases.
Tealive has been known to push the limits of its product innovation. Last October, it unveiled the Mamee x Tealive Spicy Mi Boba instant noodle which includes boba. In March 2020, it also tied up with dUCk Cosmetics for a limited-edition dUCk boba lipstick collection featuring five different shades. The shades were named after a boba drink - 70% Sugar, Pudding Please, Brown Sugar, Warm Boba and Extra Pearls. Tealive also leveraged on consumers' love for Air Force 1s by collaborating with graffiti artist Katun to create 10 pairs of Tealive X Katun Nike Air Force 1s in 2020.
During the initial MCO last year, it also expanded into eCommerce with the sale of its DIY bubble tea kit. Loo explained that it is developing more innovative DIY bubble tea essentials to elevate Tealive's at-home experience, including modern teaware and toppings. "We will be creating more lifestyle merchandise to suit the needs of Malaysians too. The dream is to have every household in Malaysia participating in a Tealive boba-making experience," Loo added.
The brand has seen success in Southeast Asia and worldwide, with outlets in Malaysia, Vietnam, Myanmar, Brunei, the Philippines, Australia and the UK. It also expanded into Cambodia earlier this month via a master franchise agreement with a unit of Cambodian F&B player HSC Group, and aims to set up 25 outlets in five years. Loo told A+M previously that Cambodia "holds great potential" within the Indochina market and the country has a well-established heritage of tea drinking.
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