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JUICE Rechargeable Batteries Case History

  • JUICE Packaging
  • JUICE Press Kit
  • JUICE Battery Chargers
  • JUICE Battery Chargers Packaging
Methodical Strategy:

The goal is to create an “emotional” brand to capture market share of the un-cultivated, but fastest growing segment – rechargeable batteries. Establish hip, emotional branding to appeal to “the unplugged generation”- generation x/y consumers whose consumption of wireless devices fuel the electronics superhighway. Two-tiered brand launch put in motion to first secure trade commitments, and then drive consumer demand.

Brand Positioning Themes:

Consumer: “Who’s Got Juice?” / “For the Unplugged Generation” Trade: “The Freshtronic Revolution” / “Squeeze the Most out of Your Electronics”

Methodical Tools:

Emotional Branding

  • Logo Design: hip-hop look with edgy, techno-feel
  • Battery Design: vibrant purple, red and green colors
  • Packaging Design: pillow-pack “juice pouches” (vs. traditional blister card design)
  • Product Naming: Juice REFRESH‘ / Juice RUSH‘

Consumer Launch Lebron James (NBA rookie-of-the-year) Promotional Contract secured…

  • Website: Juice sponsored 3-point interactive shoot-out game on www.lebronjames.com
  • TV: LeBron James appears in 1st national :30 TV spot for Juice batteries
  • Packaging: Limited edition Juice Lebron James packaging with VIP card for website
  • E-commerce: exclusivity to sell Juice batteries at Lebron James store on website
  • Live Appearance: Co-presenter of $100,000 donation to AIDS charities at Juice-sponsored MTV Video Music Awards (pre-show) VIP party
  • CAVS signage: on-court rotational signage, press room banner, jumbo-tron ad replays
  • NASCAR sponsorship: Elliot Sadler “M&Ms” car quarter panel associate sponsorship
  • ASA sponsorship: Zach Niessner sports complete Juice-branded car design

Trade Launch (Consumer Electronics Show (CES) / Las Vegas)

  • Collateral: Dimensional Juice brochure in shape of the Juice “pillow-pack” packaging.
  • Press kit: Four-panel, 4-Color, 4-Press Releases, Interactive business card CD
  • Press Invitation: Battery tubes include invite strip and battery-shaped stress relievers
  • Print Advertising: Full-page ads in leading trade publications w/additional show distribution
  • Outdoor: Billboard designed and strategically placed by the Las Vegas Airport
  • Plasma Screens: Animated :15 promotional spot appear on 10 plasma screens at the show
  • Web Site: Design includes flash animation, collateral downloads and brand profiles
  • Trade media exposure secured: E-Gear, Dealerscope, Wholesale Resource, Twice, etc.
  • Consumer media secured: ESPN, MTV, USA Today, Brand Week, Ad Age, National Public Radio, ESPN Magazine, Twist, Popular Photography, Into Tomorrow Radio, etc.