Being a small business, Australian Weaving didn’t have a budget for advertising.

But we could change their packaging.

We had to find a way for shoppers to understand and appreciate the quality of a well-made towel.

We tested the absorbency of our towels and discovered they could soak up almost twice the water of cheap imported towels.

An incredible 2 litres of water.

We turned our competitive advantage into a brand. The 2 Litre Towel.

To reinforce our unique selling point, the towels were packaged in 2 litre plastic bottles and displayed in refrigerators instore.

Our innovative point of sale helped the 2 Litre Towel stand out in one of the most commoditised retail categories.

After the towels were sold, purchasers were encouraged to fill their empty packaging with water to prove the 2 litre claim to themselves and then post their results online.

The name told the story. The 2 Litre Towel gave shoppers a clear understanding of the benefit of the brand.

We chose to package the 2 Litre Towel in a 2 litre PET bottle to reinforce our unique selling point.

The plastic bottle packaging provided a simple, physical way to help shoppers reframe what they should be thinking about when purchasing a towel: absorption.

The bottle label and typography paid homage to beverage brands to further reinforce our positioning while the 2 Litre Towel bottle label copy told our unique product story.

Our visually striking beverage refrigerator point of sale made the 2 Litre Towel stand out in a sea of commoditised, folded towels.

Finally, the 2 litre bottle was designed to open in two halves to encourage purchasers to fill their empty packaging with exactly 2 litres of water to prove the 2 litre claim to themselves.

We secured distribution across 38 stores nationwide in the country’s most prestigious department store, David Jones.

By simply rebranding and repackaging an existing towel, the 2 Litre Towel sold at a premium; a massive 100% increase on the previous retail price.

The first production run of 2000 towels sold out in-store in less than 3 weeks.

Our online inventory sold out in 3 days.

All with no advertising support.

And best of all, the last surviving cotton mill in Australia is again thriving, making towels that do, what a towel’s meant to do.

We created a brand from scratch that successfully broke every single convention in the category; from the brand name and packaging to the pricing model and on-shelf display.

With no mainstream advertising budget available to support the brand launch, we instead started by identifying and targeting influencers.

We sent each influencer a 2 Litre Towel and invited them to take the 2 Litre Towel challenge and prove how absorbent our towel is to themselves.

This strategy generated significant media exposure across traditional and social media, laying the foundations for our product launch.

We then encouraged purchasers of the 2 Litre Towel to prove our claim too and post the results online, thereby driving positive sentiment and word-of-mouth.

Australian Weaving makes great towels.

But the trouble is most shoppers buy the cheap, imported towels.

These imported towels are made from harsh, poor quality cotton. To disguise this, the towels are soaked in chemicals to make them feel soft.

These so called ‘softeners’ actually repel water.

It was time to remind people what makes a good towel.