Strategic Communications: Launching a European EV brand in North America.

Transfer brand presence to the U.S.

Juice Technology AG, a Swiss producer of charging solutions for electric vehicles, was ready to expand to the U.S. market, but it didn’t have any brand presence there. While the company was an established provider in European markets, it wasn’t in the U.S., and the EV market traction in the U.S. meant it needed to quickly establish a brand presence if it wanted to move into that market. Before shipping products to the U.S., Juice had to build credibility and become a thought leader in the U.S. electric vehicle industry.

Launch with high visibility.

Juice started working with Avista on preliminary media relations opportunities to set the stage for their U.S. products release in the coming year. Juice and Avista developed a product review program and shipped pre-production units to EV reviewers. Alongside this review campaign, Avista developed pitches and thought leadership content, targeting audiences such as green publications, auto magazines, auto dealer publications and EV enthusiasts. Key messages served to reduce range anxiety by focusing on the ready availability of electricity and the superior quality and benefits of portable chargers like the J+Booster 2.

As these strategies took place, Juice also raised its profile as Juice Americas, adding sales and marketing teams in the U.S. When product inventory increased and e-commerce outlets like Amazon and Walmart began offering Juice products, Avista stepped up the review program, broadening the reach and capturing media, podcast and YouTube audiences. Media pitching and content messaging continued the drumbeat of the customer value of having a portable charger.