Clarkson's 'Diddly Squat' Fragrance Launch

Jeremy Clarkson diversifies with new scented product line.

by Nouman Rasool
Clarkson's 'Diddly Squat' Fragrance Launch
© Brendon Thorne/Getty Images

Jeremy Clarkson, the famous television host and farmer, is branching into new territory with the launch of a fragrance and candle range under the Diddly Squat Farm brand. The heart of one of the year's biggest streaming TV hits – Clarkson's Farm on Amazon Prime – has filed trademarks for the name on a range of scented products in what appears to be a nod to the recognition of his Diddly Squat Farm Shop.

Clarkson, 64, isn't just a household face on television; he is also a successful businessman with an estimated fortune of £55m. His latest venture into fragrances and candles looks every bit part of yet another strategic move to further brand and increase his wealth.

For the new product, though, Clarkson is blending humor with being straight to the point. He has a very direct way with words, as seen in the recent trademarking of the phrase "I am a f----er," with the starred-out word meaning "farmer." The whimsical branding strategy nicely captures his character: no nonsense and set to grace merchandise like T-shirts and mugs.

He has even been known to engage in some fun rivalry with fellow A-lister Gwyneth Paltrow and her scented candles. The actress made the news with her candle, which has been titled "This Smells Like My Vagina" from her Goop lifestyle brand, leading Clarkson to make his version: the "This Smells Like My B----s" candle, which he is selling for £22.50.

In a cheeky Instagram clip aimed at Paltrow, Clarkson quipped: "Eat your heart out. Mmm, the great smell of scrotum," in his typical fashion—a mix of controversy and humor.

Clarkson's Unique Branding

Clarkson believes that venturing into the lifestyle and beauty market is not just a means for expanding the business, but it is also a strategic way to engage with the audience in newer and unexpected ways.

There will certainly be a special touch with the infusion of Clarkson's unique personality in his products, able to make a strong brand experience that will surely be distinctive from the rest of the choices in the marketplace.

As Clarkson extends his entreprenerial interests further afield from television and farming the fragrances and lifestyle line are sure to prove contentious, likely to gain attention and debate, much like has characterized his public persona for years.

Jeremy Clarkson