Gatorade Standees Feature Michael Jordan

Gatorade is using a dramatic color photo of former-Chicago Bulls superstar Michael Jordan en route to a slam dunk in a standee, which was placed in convenience stores and gas stations to help sell the sports drink.Some 15,000 of the standees were shipped to retailers for a campaign, which began in May. Measuring 35 inches wide by 91 inches high, the corrugated standee features 12-point, four-color process litho. The graphics tout Gatorade's claim to "work 30 times faster than water" in quenching an athlete's (or nonathlete's) thirst."This went out as a piece of point-of-purchase intended to create in-store excitement for Gatorade," says Jeff Jacobs, spokesman for Quaker Oats, Chicago, Gatorade's parent company. "We thought the graphics turned out really well, and [the standee] certainly has a great presence in the convenience-store setting."The Michael Jordan standees were shipped to retailers in two pieces in a flat shipper. Easels on the backs of both the top and bottom pieces were interlocked to bring Michael Jordan's lower and upper halves together at the waistline. The standee was designed to take the retailer only a few minutes to assemble."Michael Jordan's athleticism is always going to create excitement," says Jacobs. "People are going to look at a [photograph] of Michael Jordan, because they know what a great athlete he is. This [standee] enhances his connection with Gatorade. In Michael Jordan and Gatorade, you've got a couple of great things."The photo of Jordan in action, which is the central focus of the standee, depicts the former-Chicago Bulls star airborne as he prepares for a dunk. He is wearing the Bulls' white uniform with red trim, which is contrasted by the standee's dark background. The Gatorade logo and "Nothing Beats Gatorade" tag line are also featured on the corrugated point-of-purchase piece."Jordan is, arguably, the best basketball player in the world," says Jacobs. "He's going up for a dunk in this display, and that's something basketball fans around the world are always going to associate Michael Jordan with -- great dunks. We're just happy to have an opportunity to again make the connection between Michael Jordan and Gatorade."Pride Container, Chicago, produced the Michael Jordan standee for Quaker Oats. The point-of-purchase display was designed in house by Quaker Oats in cooperation with Pride Container.

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