Hot on the heels of its repositioning, Nigeria’s indigenous pharmaceutical companies, Daily Need Industries Limited has re-launched its popular brand of blood tonic, De-Deon’s, and also re positions its focus from Rescue brand to Catalyst brand. This was made known during the unveiling of De-Deon’s new brand ambassador, Zainab Balogun on Tuesday, May 15, 2018 at the Daily Need Industries head office, Ladipo, Mushin in Lagos.
Speaking at the media parley organized by San Frontier Limited, the General Manager Sola Adeyi stated that the 35 year old daily need product, De-‘Deon’s has over the years maintained its basic unique selling point, position, as number one blood tonic that delivers instant and effective solution against anaemia, stress and mental/physical fatigue. He added that De- Deon’s is one brand that has maintained its brand acceptability in the last 35 years, as a significant crop of loyalists were cultivated based on their strong beliefs in its quality and fast effectiveness.
He said:
“In the past years, the brand was positioned as premium blood tonic for fast treatment of anaemic conditions, stress and fatigue, also quite ideal for pregnant women, nursing mothers and old persons.
“At the onset, De-Deon’s was ranked 5th among other competing brands in Nigeria.
“As of today, De-Deon’s is ranked number one blood tonic in Nigeria with an annual capacity of 40 Million bottles.
“It has presence in no less than 7.5 million households across the nation.
“Our decision therefore is to reposition De-Deon’s from a ‘rescue brand’ to a ‘catalyst brand’, correcting the perception that the brand is only and essentially for the ‘weak and recuperating’ or the ‘elderly and exhausted’ persons.
“De-Deon’s propels you to your goals and aspirations with the provision of essential support for mind and body rejuvenation to all – especially the young, mobile and active groups”.
Speaking on the choice of Brand Ambassador, the Group Managing Director, Oluwatosin Jolayemi states that the brand was careful in the choice of an ambassador, owing what the brand stands for.
He said:
“We were looking out for someone who is apt, career driven, energetic, sophisticated, inspiring, contemporaneous, ambitious, highly mobile, success-driven, and sociable. Zainab Balogun’s name popped out through three different people, at different times.
(L-R) Brand Ambassador DE-DEON’S SYRUB, Zainab Balogun; Group Managing Director/CEO, Daily Need Group, Oluwatosin Jolayemi; & Marketing Manager, Daily Need Group, Olusola Adeyi at a Press conference to relaunch DE-DEON’S syrup by DAILY NEED GROUP in Lagos.
By the time I gave a description of whom I wanted as an ambassador, it coincides with the same person whose name has been recommended three times, and here we are today. Zainab Balogun is a proud ambassador of De-Deon’s.
Speaking with the newly unveiled brand ambassador, the Wedding Party movie star, Zainab Balogun stated;
As a young person I work very hard and my schedule is extremely intense. If am not on set somewhere, I’m probably shooting somewhere or travelling somewhere. Most times I find myself extremely tired often and the tell-tell signs are, I’ll start getting a bit of cold or body aches or being really fatigued, and I’m not the type of person that self-medicate. I just go with it and wait till my body does something, so to find a product that I can use before my body start to tell me that there’s something wrong, and a product that can help me through that condition, sometimes I shoot films from 6am in the morning until the next day.
(L-R) Head, Quality Operations, Daily Need Group, Mrs. Ngozi Patience Osuji; Director, Daily Need Group, Seun Jolayemi, Executive Director (Operations), Daily Need Group, Segun Jolayemi; Brand Ambassador DE-DEON’S SYRUB, Zainab Balogun at a Press conference to relaunch DE-DEON’S syrup by DAILY NEED GROUP in Lagos.
So to be able to sustain myself with energy throughout that entire time, not only makes me better physically, but it makes my work better. So it wasn’t a difficult decision and aside from the fact that, like I said before I’m not the kind of person that just attach myself to something because of the name, it has to be something that I truly believe in myself and having used De-Deon’s, it wasn’t a hard decision for me to take up the ambassadorial offer.
Daily need was established to impact positively on the society, through the manufacturing and marketing of essential daily pharmaceutical and household products, required to sustain a healthy and vibrant society. The company propelled by the vision of the founder, which is to rank among the league of world-class pharmaceutical companies through the production of premium pharmaceutical brands and a manufacturing process that satisfy global best practices.
