Tealive turns 48-storey KL building into massive bubble tea cup

Tealive has transformed the 48-storey TSLaw Tower into a virtual display of the largest bubble tea cup to introduce its new tagline, 'Brewing Positivity'. 

The tea brand turned two facades of the building into a virtual display of a bubble tea cup. The other two facades of the tower sported static displays of the brand's new tagline and other messages. 

The display was held on 30 April to mark International Bubble Tea Day. 

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"We wanted to unleash the power of this tagline and take it to new heights through inspiring stories of Tealive, while celebrating the Malaysian spirit of unity. This is what #TealiveBrewingPositivity is all about," said Bryan Loo, founder and CEO of brand owner Loob.

"We are all incredibly excited and proud to share this new chapter of Tealive. One that will help many people around Malaysia experience positivity through our unique, flavourful drinks," he added.  

In line with the new tagline, Tealive also introduced the brand's new mascot, Bru, a character with a cup of bubble tea as its head. 

An event titled "The Bru-niverse" was also held to kick off the campaign, with several activities such as a giant boba toss and a run with Bru amongst others.

In addition, customers also got the opportunity to try the brand's new exclusive range of 'mega pearl peach paradise' drinks and grab a personalised tumbler. 

Tealive also launched new brand films aimed at flipping moments of self-loathing and easily-angered emotions into opportunities for positivity and job. Complementing these films is Tealive's catchy new anthem that reminds everyone that "life tastes better with positivity." 

The brand refresh was in partnership with Naga DDB Tribal. 

"As we embark on this brand refresh, our focus remains on strengthening our connection with our customers. 'Brewing Positivity' encapsulates our purpose as an organization – to champion goodness and spread positivity in everything we do," said Loo. 

"Positivity is so much needed in the world today. It sounds like an overstatement but it’s true. There’s all these external pressure from a million voices, we forget how amazing we actually are," said Alvin Teoh, chief creative officer of Naga DDB Tribal.

"So the idea behind Tealive is pretty simple: take time off over a cup of bubble tea and draw in some self-affirmation and appreciation. Whether in sips or in liberal doses, start with self-acceptance and go from there. We wanna say, hey, you’re unique, you’re beautiful, you’re completely lovable, one pearl at a time.”

This activation and brand refresh comes after the brand's "Tealive Plus: The Four Mystery Ladies" campaign in February this year. The campaign aimed to promote the brand's four exclusive tea blends at Tealive Plus - peach oolong tea, bamboo oolong tea, camellia flower tea and roasted oolong tea. 

As part of the campaign, four mystery ladies were seen wandering around key shopping malls in Malaysia. The mystery ladies were dressed and behaved according to an aesthetic that reflects one of the exclusive tea blends. 

"The response has been overwhelming, with long lines of customers following our Tealive Plus mystery ladies around," said Ng Yau Chuan, chief marketing officer, Loob when MARKETING-INTERACTIVE reached out at the time. 

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