Warner Music Singapore promotes Michael Bublé's album with LiHO Bublé tea

Warner Music Singapore has teamed up with LiHO TEA to promote Canadian singer Michael Bublé's latest album, "Higher". As part of the partnership, LiHO TEA will be launching a limited-edition Michael Bublé Tea promotion at all of its outlets. 

Running from 11 to 31 July, the campaign will allow consumers to try out LiHO TEA beverages that were selected by the singer himself. The drinks include The Bublé Tea, which is touted as Bublé's choice of LiHO Tea, or the Singapore Fruit Tea, also specially hand-picked by the singer.  As part of the campaign, LiHO TEA is offering consumers an opportunity to redeem free toppings and get a higher cup with a free drink upsize. To participate, they have to save and add Bublé's songs on Spotify or Apple Music, before flashing their screen at the counter to redeem free toppings. As for for the free drink upsize, LiHO TEA is challenging its consumers to sing a line from Bublé’s song, Higher or Sway, at the counter. 

Higher is Bublé’s first studio album in three years. The new album comprises songs that he have penned up, as well as his own take on popular songs.

MARKETING-INTERACTIVE has reached out to Warner Music Singapore for additional information. 

LiHo was previously branded as Gong Cha. In 2017, RTG Holdings, the franchisee of popular bubble tea brand Gong Cha, had rebranded all existing 80 Gong Cha outlets to "LiHo", which is Hokkien for "How are you?". The move was after the company decided not to extend its agreement with franchisor Royal Tea Taiwan, who sold its business to Gong Cha Korea.

Meanwhile, just in March, Warner Music Singapore had partnered with Singapore's New-York gourmet cookie store, Nasty Cookie, to launch a campaign celebrating Avril Lavigne's album, Love Sux. The campaign was to drive awareness and engagement to core audiences and new audiences that have yet to discover the artist and music. The campaign transformed Nasty Cookie's "Box of six" into a holographic gift box with Avril Lavigne-inspired designs, along with a sticker set fashioned after the album. 

Separately, in January, Warner Music Group (WMG) had partnered with The Sandbox, a gaming virtual world under Hong Kong-based software company Animoca Brands, to create its first music-themed world, WMG LAND, in the gaming metaverse. Under the partnership, WMG worked with The Sandbox to develop innovative music experiences for WMG LAND.

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