Tooheys Extra Dry (TED) wanted to launch a longneck beer bottle – the TED 696ml.

The first three designs (by Shepard Fairey/Studio Number One, DMOTE, and Luca Ionescu) were chosen due to the esteem and respect the target market have for the artists. They also showed a range of styles.Other designs submitted were consumer generated, with the competition winner being chosen by a panel of judges.

In the first 8 weeks, over 500,000 longneck bottles of TED were sold representing $9 in sales for every $1 invested.The website received unique visits from 104 different countries, with each person spending an average of 9.5 minutes at the site.During the 5-week competition period, we received a cutting edge design every 84 minutes.MTV held a gala exhibition evening to announce the winning design. The exhibition is now touring nationally.

The bag design promotion was so successful that it is now an ongoing project, with submissions being printed and distributed throughout liquor stores around the entire country.