Jamie Laing, known for his stint on the popular reality TV show “Made in Chelsea,” has successfully transitioned from a celebrity to a savvy entrepreneur. Co-founding the vegan sweets brand Candy Kittens in 2012, Laing has built a name for himself outside of the realm of reality TV fame. In this article, we’ll explore Laing’s thoughts on building a long-lasting brand, his take on the celebrity-founded brand hype, and his strategies for marketing success.
Building a Brand Beyond Celebrity Status
Laing believes that the fundamental key to Candy Kittens’ success lies in the quality and taste of the sweets themselves. While the brand initially gained attention due to its association with the TV show, Laing emphasizes that customers continue to buy Candy Kittens because they are simply the best sweets available. This focus on product quality sets Candy Kittens apart from other celebrity-founded food and drink brands that may rely solely on the fame of their founders.
Laing raises concerns about the credibility of products from celebrities and content creators. He points out that some brands may cut corners to quickly get their products on the shelves, potentially compromising on quality. In contrast, Candy Kittens spent two years developing their sweets before launching, ensuring a high standard of taste and quality. This dedication to excellence has contributed to the brand’s longevity.
The Challenges of Building a ‘Generational Brand’
While many celebrities are delving into entrepreneurship and launching their own brands, Laing highlights the significant commitment and hard work required to succeed. Running a business is a full-time job that demands 100% dedication. Laing advises aspiring entrepreneurs to be prepared for a long-term commitment, often spanning a decade or more. Building a brand that lasts requires perseverance and a willingness to weather the challenges that come with it.
To manage the day-to-day operations of Candy Kittens, co-founder Ed Williams takes charge, allowing Laing to focus on building his profile and promoting the brand. Laing utilizes his skills in digital content creation, leveraging his large following on Instagram and his various podcasts to market Candy Kittens effectively. This division of responsibilities ensures that both the brand and Laing’s personal growth receive the attention they deserve.
Marketing Strategies for Success
Candy Kittens’ marketing efforts have primarily focused on digital and social media platforms, along with collaborations with other brands. For example, the brand recently partnered with BrewDog and engaged in charity partnerships with organizations like The Albert Kennedy Trust and Forest Green Rovers football club. As the brand matures, Laing plans to adopt a bolder and more challenging approach to marketing, including billboards and attention-grabbing stunts.
Laing emphasizes the importance of separating the celebrity persona from the business itself. This distinction prevents the brand from becoming mere merchandise associated solely with a famous individual. Initially, Candy Kittens aimed to ensure that Laing’s attachment to the brand was not overpowering, reducing reliance on his personal reputation. This strategy allows the brand to stand on its own merits and offer a consistent experience to customers.
Championing Veganism and Advocating for Change
One of Candy Kittens’ unique selling points is its vegan-friendly product range. While this aspect has contributed to the brand’s growth over the past decade, Laing and Williams want to go beyond simply offering vegan sweets. They aspire to educate consumers about the presence of animal products in conventional sweets and position Candy Kittens as the alternative.
Candy Kittens has launched the ‘No Nasties’ brand platform, which aims to raise awareness about animal products in sweets and promote the vegan credentials of Candy Kittens’ offerings. The brand’s first creative campaign under this platform involved an attention-grabbing billboard featuring Laing painted to blend in with the background, highlighting the hidden ingredients in traditional sweets. This approach is just the beginning of Candy Kittens’ efforts to challenge and disrupt the confectionery industry.
Leveraging Laing’s Personality for Success
Laing’s light-hearted and fun-loving personality is an asset that Candy Kittens leverages in its marketing efforts. By shifting into the entrepreneurial space, Laing hopes to highlight that business can be approached in a light-hearted and enjoyable manner. This approach breaks the stereotype that business ventures must be serious and rigid, allowing Laing’s personality to shine through and engage with consumers on a deeper level.
See first source: The Drum
Q1: Who is Jamie Laing, and what is Candy Kittens?
- Jamie Laing is known for his appearance on the reality TV show “Made in Chelsea.” He co-founded Candy Kittens in 2012, which is a vegan sweets brand that has gained recognition outside of his celebrity status.
Q2: What does Jamie Laing attribute to Candy Kittens’ success as a brand?
- Laing believes that Candy Kittens’ success is primarily attributed to the quality and taste of the sweets. While the brand gained initial attention due to his celebrity status, its continued success is rooted in delivering high-quality products that customers love.
Q3: How does Jamie Laing view celebrity-founded brands in comparison to Candy Kittens?
- Laing highlights concerns about the credibility of products from celebrities and content creators. Some celebrity-founded brands may prioritize quick market entry over quality, whereas Candy Kittens invested two years in product development to ensure excellence.
Q4: What advice does Jamie Laing have for aspiring entrepreneurs?
- Laing advises aspiring entrepreneurs to be prepared for a long-term commitment, often spanning a decade or more. Building a brand that lasts requires dedication and perseverance.
Q5: How does Jamie Laing balance his role in Candy Kittens with his personal brand and promotion?
- Co-founder Ed Williams manages the day-to-day operations of Candy Kittens, allowing Laing to focus on building his personal profile and promoting the brand through digital content creation, social media, and podcasts.
Q6: What are some of Candy Kittens’ marketing strategies for success?
- Candy Kittens primarily focuses on digital and social media marketing, collaborates with other brands, and engages in charity partnerships. Laing plans to adopt bolder marketing approaches in the future, including billboards and attention-grabbing stunts.
Q7: How does Candy Kittens separate the celebrity persona from the business?
- Initially, Candy Kittens aimed to reduce reliance on Jamie Laing’s personal reputation to ensure the brand could stand on its own merits. This separation prevents the brand from becoming solely associated with a famous individual.
Q8: What is Candy Kittens’ unique selling point, and how does it advocate for veganism?
- Candy Kittens offers a vegan-friendly product range. The brand has launched the ‘No Nasties’ platform to raise awareness about animal products in sweets and promote its vegan credentials. It aspires to challenge the confectionery industry’s practices and disrupt the market.
Q9: How does Jamie Laing’s personality contribute to Candy Kittens’ success?
- Laing’s light-hearted and fun-loving personality is leveraged in Candy Kittens’ marketing efforts. It allows the brand to engage with consumers in an enjoyable manner, breaking the stereotype that business ventures must be serious and rigid.
Featured Image Credit: Photo by Campaign Creators; Unsplash; Thank you!