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.

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.

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.

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.