Have you seen these mystery women from Tealive wandering malls in MY?

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Malaysian bubble tea company Tealive is drumming up the excitement for its new tea blends with four mystery ladies who will be wandering around key shopping malls in Malaysia to get consumers curious.

The new campaign, titled "Tealive Plus: The Four Mystery Ladies", aims 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, these mystery ladies will dress and behave according to an aesthetic that reflects one of the exclusive tea blends.

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Customers who manage to catch a photo of one of the mystery ladies can stand a chance to win prizes from brands such as Gentle Monster, Balenciaga, Dior, Chanel and Pandora.

"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.

"Many of them ask us if these mystery ladies are celebrities. We believe it’s been such a success because customers are looking for creative and unconventional marketing campaigns to capture their imagination."

"Tealive Plus: The Four Mystery Ladies" will run for one month and will be executed on-ground, digital and on social media. It was created in partnership with Loob Holding.

"It’s not always about the number of media and ads that you throw at them. I’m very grateful to my team for giving birth to this bold idea, and I look forward to extending this campaign’s learnings into the future," added Ng.

Tealive is not the only brand in recent times to invoke intrigue through mystery. Last weekend, luxury beauty brand YSL Beauty deleted all content on its page in preparation for a new look. After five-days of silence, YSL, in an Instagram Reel, teased fans that it was about to go "over the edge".

It also associated itself with the words such as "sharper", "intense" and "elevated".

A day after, it posted a teaser video of a woman putting on a lip product to Dua Lipa's new song, Houdini. It was then revealed that Dua Lipa was its brand ambassador.

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