Sabco, Australia’s leading cleaning brand, identified an opportunity to expand into a new generation of shoppers entering the category for the first time.

DPR&Co partnered with Sabco to create NEET – a bold, youth-oriented brand designed to disrupt a traditionally functional category and stand apart in a sea of rational, interchangeable messaging.
An end-to-end brand creation, NEET spanned naming, identity, packaging, communications strategy, and launch, all anchored by a simple, memorable platform: “Chuck the Muck.”

Positioned as a fashion-forward brand in a functional category, the Neet combines bold design, simplified product formats, and a no-fuss cleaning proposition to appeal to younger households.
Critically, DPR&Co’s AI-enabled production model allowing the team to deliver multiple high-impact TVCs and a fully integrated campaign across BVOD, OLV, digital, social, and in-store, with a level of creative ambition that would not be possible using traditional production methods.

The result is one of the most significant cleaning product launches undertaken by Bunnings in a generation, achieving strong retailer endorsement, above-target early market penetration, and recognition from Sabco as one of the most creative product introductions in the category in the past decade.