Sabco Whistle Brand Campaign

2022 Sabco brand campaign. It’s how Australia cleans.

Founded in Adelaide in 1892 as the South Australian Brush Company (Sabco), Australia’s favourite household cleaning brand celebrates 130 years of continuous operation this year. DPR&Co helped Sabco to leverage this landmark anniversary to reposition the brand, showing how essential it has become to Australian households. An intensive strategic process culminated in the creation of the campaign theme: “Sabco. How Australia cleans.”


People 16+


FTA TV, BVOD, digital, radio and social.


Brand strategy, creative strategy, campaign concepts for screens, radio and social.


The campaign has only recently launched, so full results are still to come.  From a digital media point of view, the campaign exceeded its target of 1.2 million impressions, also exceeding industry benchmarks with a click-through rate of 1.2%. From this, we determined that 87% of users to the Sabco campaign were in fact new users to the website. We were able to achieve these results through fine tuning our targeting and optimising performance in real time, based on performance.

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