Lime Ads Evoke a Mission Beyond Renting Out Scooters
WSJ
The scooter-rental startup Lime has started a campaign meant to associate its brand with a higher purpose as its fledgling niche continues to encounter controversy. One video in the campaign follows a woman who became a “juicer,” the company’s term for the independent contractors who roam cities recharging and repositioning its scooters, after a car accident kept her from returning to more regular work. In the video, she says becoming a juicer on the side enabled her to spend more time with h…