Industry: Portable charging stations for electric vehicles
International Market Expansion
Branding & Messaging
Pieces of coverage
Social Media Engagements
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.
Brand credibility established.
Avista established Juice as a credible EV brand and thought leader in the North American market. As a result, Juice chargers are now known to a diverse audience of EV consumers, media outlets and reviewers, setting the stage for the next chapter in Juice’s expanding market.The program delivered more than 265 pieces of coverage, reaching an audience of 433 million readers. Coverage examples include:
A quotation from Juice CEO Christoph Erni in a Lifewire piece on electric cars.
Avista helped us establish a name and a voice in the U.S. EV market. Their work with key influencers in the industry established the third-party credibility that we needed to get ahead of other brands in the region, priming the market and launching our product with success. The media placement work they did has been an integral part of our strategy to stand out in a fast-moving market.”
Daniela Maerkl, Chief Communications Officer, Juice Technology AG