SABCO It’s How Australia Cleans: Sabco launches new campaign via DPR&CO Melbourne

A new campaign for Sabco, created by DPR&Co Melbourne, is set to launch this weekend.

 

Sabco, one of Australia’s favourite household cleaning brand, celebrates 130 years in Australia this year. The business began in Adelaide in 1892 as the South Australian Brush Company. Sabco has taken the opportunity of the anniversary to reposition the brand, showing how essential it has become to Australian households. An intensive strategic process, conducted in partnership with DPR&Co, culminated in the new positioning, “How Australia cleans”. This plays out with executions across all key Sabco product areas – mop sets, flat mops, brooms and gloves.

Says Emily Townsing, marketing manager, Sabco Australia: “We want Australian consumers to make Sabco an everyday part of their lives – to take us from the floor to the kitchen, to the laundry, to the BBQ and beyond. This campaign sells that message, and assumes a leadership position that only Sabco could take.

“Because cleaning is so universal, the category is a microcosm of Australian diversity. One of the ways we are different is that we like to clean things our own way. We have our own idiosyncrasies that work for us and give us the satisfaction of a cleaning job well done. And that’s okay; there’s room for everyone.

“Sabco is an iconic Australian brand. We have every household cleaning category covered. And as we increasingly bring our manufacturing back to Australia, we want people to make Sabco their preferred choice.”

Says Richard Ralphsmith, co-founder and executive creative director of DPR&Co: “With the shocks that Australians have endured in these past few years, we’re in need of unifying messages that connect us as a community. The sprig of nostalgia in this campaign is reassuring too. We believe this brand idea will set a platform for the long-term growth of the Sabco brand.”

The campaign launches on FTA TV this Sunday 29th May as part of a staged rollout across BVOD, social and digital display.

Client: Sabco
Marketing Director: Emily Townsing

Agency: DPR&Co
Co-founder and Executive Creative Director: Richard Ralphsmith
Art Directors: Tassy Kontogiannis and Frankie Ey
Account Manager: Carla Brugliera

Production Company:
Sense 6
Director: David Finnegan
Producer: Martine McMahon
1st AD: Matthew Goddard

Music:
Upward Studios
Composer: Robert Upward

Sound:
Sonic Playground
Sound engineer: Matt Gerber-Corn