There are good PR stunts and there are bad PR stunts. The good ones create a massive groundswell of publicity and awareness that can help to propel a brand's fame and reputation to a new level. The bad ones float something large down the Thames...

In this episode of the Digital Download podcast I chat to co-founder of Young in Spirit Camilla Brown about Collagin, the collagen-infused gin that she and business partner Liz Beswick dreamed up as a PR stunt but that is now on sale in John Lewis and Ocado. She talks about where the idea came from, how the huge success of the PR stunt convinced her and Liz to do it 'for real', and about their journey up to and since an appearance on Dragon's Den.

Here's what is discussed in this episode:

Where the idea for Collagin came from
How to get a side project off the ground while holding down a full-time job
Why being fired from your job is not the end of the world
How women are still discriminated against & how that can be used as inspiration
Why branding inspiration can come from anywhere
Why getting a product right is more important than branding for long-term success
Behind the scenes of filming Dragon's Den
How the 'dragons' are not really dragons at all

 
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Useful Links from Today's Show

Gin Distilled With Collagen Secures £50k Investment on BBC Dragon's Den from The Drinks Business
Collagin Success Story Revealed by Owners from The Metro
Nervous Woman Nearly Sick Three Times Before Entering The Den from The Sun
Collagin website

 
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