THE WORK · SABCO · NEET
ALL THE WORKChuck the Muck
NEET by Sabco · Brand creation and launch
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THE STORY
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, 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 allowed 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.
- AudienceHousehold shoppers 25–49, skew younger
- ChannelsBVOD, OLV, digital, social, in-store
- DeliverablesBrand creationNaming and identityPackaging and product designIntegrated campaignTVC/BVOD productionRetail and digital rolloutWebsite
RESULTS
- 01One of the largest cleaning product launches undertaken by Bunnings in a generation
- 02Above-target early market penetration
- 03Described by Sabco as “one of the most creative product launches in the category in the past decade”
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