Cleaning company Sabco and DPR&Co, have collaborated to create Neet, a cleaning brand available exclusively at Bunnings Warehouse across Australia and New Zealand.
DPR&Co supported the Sabco team throughout the branding project including the naming, logo, brand identity, packaging, product design, website, integrated advertising and social media campaign.
Neet has been brought to life with a brand identity that flows through to the design of the products themselves. It’s a fashion play that’s designed to attract young people who are entering the cleaning category for the first time.
The Neet positioning line, “Chuck the Muck” delivers further on the youthful vibe, as well as the key brand attributes of hygiene and convenience.
A critical component of the launch was AI-enabled creative production. Neet’s highly distinctive brand identity called for a launch campaign that lived up to it. The brand imagery and TVC/OLV component of the campaign relied soley on DPR&Co’s AI production capability.
This was factored in from the concept stage, enabling the brand to be brought to life with creative freedom. It also allowed for the production of four standalone commercials.
Herman Verhofstadt CEO of Sabco said: “This is the most creative product launch in the Australian cleaning category for the past 10 years. The Sabco team thanks Bunnings for embracing it so wholeheartedly, and DPR&Co for being such a great partner in helping us bring the idea to life. ”
Richard Ralphsmith co-founder of DPR&Co said “Sabco is exceptionally bold in its drive to expand the cleaning category. Their spirit of adventure and collaboration makes them a wonderful client. They allowed our multi-talented team a great deal of latitude and we made the most of it. It’s a privilege to be their marketing partner.”
Credits:
DPR&Co advertising co-founder and executive creative director: Richard Ralphsmith
Account director: Carla Brugliera
Head of art: Frankie Ey
Art director: Tassy Kontogiannis
Copywriters: Richard Ralphsmith, Chris Taylor
Web designer: Carrie Hilton
Social media team: Emilia Lakhi, Morgan Carter, Matilda Stubley
SENSE 6 Production Company
Director: David Finnegan
