Selling Redneck Wisdom
With more than 8 million viewers an episode, Duck Dynasty, a top-ranked A&E reality show, owes its rating success to a colorful cast of characters. Parham Santana is helping to extend the popular brand’s reach by figuring out how to bring these big personalities to the shelves of major retailers like Walmart. The mission was to create a system of assets for the show that allows licensees to easily develop on-brand merchandise.
These tools include everything from product inspiration to logos, typography and placement prints. The key to it all: focus on the redneck wisdom and laid-back lifestyle depicted on the show. Parnham Santana idenitified key quotes for use on t-shirts and other merchandise, including, “All of my stories are 95% truthful” and “I promise but I ain’t signing no contract.” Walmart is rolling out Duck Dynasty products to 13 departments.
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