Brand Experience and Activation > Use of Media

TED696 PROJECT

BMF, Sydney / LION CORPORATION / 2009

Awards:

Silver Cannes Lions
CampaignCampaignLayout(opens in a new tab)
Presentation Image
1 of 0 items

Overview

Credits

OVERVIEW

ClientBriefOrObjective

Many Australian beer brands also sell their product in a larger-size “longneck” bottle. To grow their market and give their current customers this option, Tooheys Extra Dry (TED) wanted to launch their own longneck beer bottle – the TED 696ml.

Implementation

In Australia, longneck beer bottles are always sold in brown paper bags. Therefore if we could own this bag we would in effect, own the category.

So we launched the TED696 Project – a collaboration between TED and some of the world's best street artists to design a brown bag using the theme of ‘696’. We then opened the competition to the wider public.

Outcome

In the first 8 weeks, over 500,000 longneck bottles of TED were soldrepresenting $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 succesful that it is now an ongoing project, with submissions being printed and distributed throughout liquor stores around the entire country.

Relevancy

Ironically, the brown paper bag that all longneck bottles are sold in, covers the branding of the product inside, yet it has never before been used as an advertising medium.

More Entries from Best new Product Launch/Re-Launch at Retail in Brand Experience and Activation

24 items

Grand Prix Cannes Lions
YUBARI

Travel, Entertainment & Leisure

YUBARI

YUBARI RESORT, BEACON COMMUNICATIONS

(opens in a new tab)

More Entries from BMF

24 items

Gold Cannes Lions
TED696 PROJECT

Product Launches

TED696 PROJECT

LION CORPORATION, BMF

(opens in a new tab)