"It's very exciting" : Local wellness brand makes it big with Bridget

By Rebekah O'Reilly

Athlone-based health and wellness brand deDANÚ has made a guest appearance in the new film 'Bridget Jones: Mad About The Boy'.

Founded by Athlone native Leah Fletcher and her Canadian husband James DeMello in October 2020, the local business manufactures cosmetics and oils using hemp plants and other botanical ingredients.

The team at deDANÚ couldn't believe their eyes when emails began coming in asking if they would be interested in their products appearing in part of the Bridget Jones film.

"I literally thought they were scam emails, so I just ignored them," said Leah.

"Next thing they had someone come out to our factory in Monksland to say they've been trying to get in contact with us. They had done up scenes to show us how the product would be displayed, and how the branding would be visible."

Speaking to the Westmeath Independent about how the unexpected opportunity came about, Leah said it was "purely accidental".

"Someone that worked in the movie had used our face cream."

"They had used it for postpartum acne and it was the only thing that worked for them. They loved it, and they loved the packaging."

"They approached us and asked if we would be interested in helping them out with the set and having stuff staged - and then it went from there. We gave them a little whole lot of packaging and product, and it actually went to a lot of the people that worked on the movie, even Renée Zellweger got a hamper from us.

"I think it was probably the look of the brand. It's fresh and new, and it kind of matches in with Bridget - she is the kind of person who would use deDANÚ."

The product featured in more than ten scenes from the newly-released movie, which was a welcome surprise for Leah, James, and their team.

"It featured all over Bridget's house - it was in the bedroom, it was on her bedside locker, in her bathroom vanity, in her living room- and it was also clearly visible in the pharmacy. Overall, it featured in more than ten scenes throughout the film," Leah said. "Our CBD Skin Salve, CBD Face Cream, Wellness Essential Oil Blends and Renew Oil Facial Oil take center stage.

"People are saying it's a big deal and that even if it featured in one scene that it would give a big boost to the brand. Hopefully it will drive sales to the website - we have a really small team, so hopefully we aren't completely overwhelmed! It is a very exciting opportunity for us."

DeDANÚ has prepared for the influx in interest with the support of the Technological University of the Shannon (TUS) in Athlone, as well as the Local Enterprise Office, which aim to support the small brand with any surge in orders.

TUS Bachelor of Business Studies marketing student Dearbhla Kelly has been on board with the team from deDANÚ as part of a live project for her course.

Dearbhla has been supported by her lecturer Louise Murray as she balances her full-time studies alongside her work with Leah and deDANÚ.

"At the beginning, I had an idea that deDANÚ was going to feature in a big movie - I had no idea it would be Bridget Jones," Dearbhla said.

"It was so exciting, especially for my first experience working with a proper business. I'm implementing digital marketing strategies to increase traffic to the website, and to increase (deDANÚ's) social media following.

"We've been so busy all week just trying to prepare ourselves. It's really a once-in-a-lifetime experience working with a brand that is featured in a Hollywood movie."

'Bridget Jones: Mad About The Boy' is the fourth film in the popular series, and was released in Irish cinemas on Thursday last, February 13.

To shop deDANÚ, go to: https://dedanu.ie/