News
PBS Kids Educational toys to debut in 2011
Parham Santana is scheduled to develop packaging for PBS Kids' newly branded line of educational preschool toys.
PBS Kids branded toys debuts in 2011, at a range of retailers that include specialty toy, catalogue, Internet, department store and major mass retailers. Each PBS Kids item will be packaged with information on the importance of child-driven play and ideas for parent or caregiver interaction.
PBS will invest the revenue earned from the project into creating its next generation of educational content for children, according to the company. Dawn Ciccone, PBS senior director for licensing, will lead the project.
Ameda Breast Pumps Integrated Online and On Shelf Retail Launch
Extending a ‘Hospital Brand’ to Mass Retail.
Newly acquired by Evenflo, the Ameda breast pump and accessory brand will be launched at mass retail for Spring of 2010. Ameda will be repositioned through social media and mommy-blogger outreach, vertical ad buys on highly targeted web sites, and an integrated web and in-store merchandising campaign with an exclusive retail launch partner.
American Greetings Retail Restage
Updating and Restaging the American Greetings Brand at Retail.
Parham Santana is developing in-store visual and verbal assets for American Greetings for roll-out to over 20 thousand retail partners – drug chains and mass channels, nationwide. The final brand assets will be used to unify Americans Greetings’ brand presence online and in-store for the card buyer who is increasingly shopping both channels to find the perfect form of social expression.
John Parham Speaks at In-Store Marketing Expo 2009
John Shares Insight to Help Marketers Optimize Seasonal Decorations Sales.
John Parham, President of Parham Santana, presented “Optimizing Seasonal Decorations Share of Wallet” at the 2009 In-Store Marketing Expo on the Navy Pier in Chicago. Compelling shopper profiles and research showed how seasonal sales are resilient and growing – today at almost $20 billion. Parham presented a proven process for aligning internal retail resources to create a seam- less execution and in-store theater to emotionally engage the seasonal decorations shopper, and grow the overall category and market share.
Airheads
The “Out of Control” Fruit Flavored Candy Extends to Lifestyle Categories.
Airheads has selected Parham Santana to create product, packaging and trend guidelines to ex- pand the brand into related food and lifestyle products. The licensing program will leverage Air- head’s iconic logo, bold graphics and “Ballooon Guy” character consumers love.
Univision MasterCard Prepaid Cards and Gift Cards
Integrated Online and On Shelf Retail Launch
Parham Santana will develop Hispanic inspired gift card designs, packaging and P.O.S. display to introduce the new Univision MasterCard Gift Card – “La Tarjeta De Regalo Univision MasterCard” – for an exclusive retail launch partner - Spring 2010. Additionally, Parham Santana will develop the web site for Univision MasterCard Prepaid Cards launching June 2010
C.F. Martin & Co. Brand Extension
Licensing Initiative to Extend the Heritage of a Guitar Brand – Six Generations and 175 Years in
the Making.
Parham Santana developed the brand pillars and visual assets to extend the essence of the globally-renowned Martin guitar brand across key product categories. Established in 1863, C. F. Martin & Co. is the most respected, most innovative acoustic guitar maker in American history. An authentic American icon, legendary musicians from Elvis to Johnny Cash, Eric Clapton to Joan Baez, have chosen the Martin brand.
Mountain Dew Apparel Trends
Product Extension Guidelines to Capture Multiple Facets of a Rich Brand Heritage.
Parham Santana developed four distinct apparel and accessories trends that capture the essence of Mountain Dew from its beginnings on the hills of Tennessee in the 1940s to the raw street and sports culture of today.
Dirty Jobs Brand Extension
Brand Identity and Licensing Style Guide for a Discovery Channel Favorite.
Discovery Channel’s programming “Dirty Jobs” is expanding its franchise to the retail shelf. Parham Santana developed the new brand identity, visual assets, packaging, and style guide to help licensees develop relevant brand-focused products.
Baby Genius Brand Extension
Refreshing the Brand Voice and Retail Presence for an Award Winning Pre-school Property.
Parham Santana developed the on-shelf presence for Baby Genius’ infant and toddlers collection of toys, software and publishing for relaunch at Walmart.