CASE HISTORIES

Client: Winner International

Product: JUICE‘ Rechargeable Batteries

Product Profile:
National manufacturer of brand leading automotive protection device, “The Club®”, the company embarks on its first entry into the $6 billion battery market. Juice rechargeable NiMH (nickel metal hydride) batteries offer advanced technology which saves consumers (and the environment) 100’s of needless battery replacements.

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.

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‘

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: 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

Event Promotion:
Juice “Attitude Girls” sashay and pose throughout CES traffic points
Juice Acrobats perform outside the CES main entrance six shows each day
Promotional Giveaways: skater-style long-sleeve Ts, battery shaped stress relievers
Press Conference: Over 50 key members of the press attended the Juice press conference

Media Relations/Management:
Pre-show: Targeted press list built and qualified
At-show: Daily interviews scheduled and on-floor media networking cultivated
Post-show: On-going media networking for six-months to optimize editorial coverage.

Methodical Tools: 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

Deliverables/Results:
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.

Awards:
American Graphic Design Awards (Packaging / Interactive / Collateral)
Dealerscope Retail Promotions of the Year (Juice Limited Edition LeBron James Packaging)

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