How a 130-Year-Old FMCG brand went from #3 to market leader

Sabco. From boom to bust and back…

Originally The South Australian Brush Company, Sabco was founded in 1892 and has become one of Australia’s most enduring brands. At one point, during the 1960 and ‘70s, it had been the world’s biggest cleaning products company, exporting everything from mops to carpet sweepers to Europe and North America. In the early 2000’s, however, the brand was at its lowest point, having been placed under administration. 

Acquired by US cleaning giant, The Libman Group, and with a new CEO head-hunted and brought to Australia from Europe to take the helm, Sabco began its journey back to brand health.

In 2014, that same CEO, Herman Verhofstadt, engaged DPR&Co to develop a strategy to accelerate the growth of the organisation and seriously compete with the (then) Australian market leaders. Outspent in marketing by a factor of ten, this was always going to be a significant challenge. 

Here’s how we worked together to meet that challenge. 

Recognising that a consumer-focused marketing strategy was unaffordable, DPR&Co recommended a strategy focused solely on positioning to the primary retail channels with the objective of winning shelf space. We felt that, by presenting Sabco as the excitement brand in what was then a low engagement category, we could inspire retailers to range Sabco in preference to competitor brands.  

So, we made great ads – even though we had few funds to air them. We even placed billboards where we knew major retailer buyers would see them on their way home. We even worked with the Sabco team to ensure that presentations to the buyers at Bunnings, Woolworths and Coles were powerful representations of Sabco brand ambition.  

Throughout this journey, it’s impossible to overstate the importance of leadership. DPR&Co has been fortunate to work with a number of visionary leaders and inspired marketing professionals. Few could match Herman Verhofstadt for his tenacity, focus, and commitment to his brand. Hear Herman Verhofstadt refer to Sabco as his third child in Phil Huzzard’s CMO Masterclass podcast here.  

The result 

Sabco became Australia’s number one cleaning brand by sales volume in 2018. In a defensive move, the previously market-leading brands merged only to be overtaken again by Sabco a few years later.

In every sense of the word, Sabco is thriving. And now, Sabco is now simply 'How Australia Cleans’.

The bottom line 

Problem-solving, creativity, and collaboration were core components in the revitalisation of an iconic Australian brand. No matter where you are on your journey, there is always room for growth. DPR&Co is primed to help you bring new energy and memorability to your brand.

See a full Special Report on Sabco’s journey to market leadership below.

Contact us here.