To reposition and compete favourably in Nigerian soap market, PZ Cussons Nigeria Plc has rebranded and extended Premier Soap, one of its soap brands. The new variants are called Premier Cool Ultimate Deo Soap, Premier Cool Sports and Premier Cool Odour Defence. According to the brand owners, each variant possesses unique qualities and come in different packs and sizes.
During the brand re-launch recently in Lagos, Charity Ilevbare-Adeniji, the company’s Brand Activation Manager, Personal Care said: “With an innovation process is driven by consumer research, reflecting consumers’ lifestyle attributes and desire for attractive and effective offerings, Premier Cool soap now comes in a new range of alternates such as Odour Defence, Ultimate and Sport.
The PZ Brand Activation Manager further explained that as opposed to its previous promise of 24 Hours Freshness, Premier Cool soap now promises “25-hour Freshness” with the signature icy-cool feel.
“This is an exciting time for Premier Cool as we continue to evolve and improve to meet and satisfy the needs of our consumers. Premier Cool is one of the leading brands in its category and has continued to evolve over the years,” Ilevbare-Adeniji said.
She added: “The re-launch and product extension are in continuation of that tradition and also in line with the brand’s strategy to differentiate itself in the market and also sustain its drive to maintain its position as one of the leading soap brands in Nigeria.”