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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 credibility 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: Its Aurora Series and Brown Sugar Deerioca.

Public Relations

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.

The Alley Luxe

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.


  • The Alley expanded to 3 outlets in their first year while working with Protegie

  • 3,000 followers gained on Facebook in less than 9 months

  • Extensive & sustained media coverage during the first year of its launch in Singapore

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