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. 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 brown paper bags. We then opened it up to the public. These designs were printed and distributed nationally throughout liquor stores, claiming the medium in which all longneck beer bottles are sold.
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