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.
TED696 Project -
Branding / Brand Applications: Printed Material
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Art Director
Shane Bradnick
Johnny Brian -
Copywriter
Michael Canning -
Creative Director
Chris James
Simon Langley -
Executive Creative Director
Warren Brown -
Artist
Dmote
Luca Ionescu
Studio Number One -
Production Manager
Clinton Bell -
Advertising Agency
BMF -
Art Buyer
Sarah Thompson -
Strategic Planning Director
Simon McCrudden -
Digital Producer
Sora Nobari -
Flash Developer
Ed Stuckey -
Account Manager
Michelle Bradfield -
Account Director
Fleur Kennedy -
Group Account Director
Nick Garrett -
Brand Manager
Piers Halleen -
Client
Lion Nathan Australia -
Brand
Tooheys Extra Dry 696ml
Description
Comments
Historically speaking, brewing has always been something that we have done at home. It is officially time that a riot began, and vigilante raids were carried out on any and every CEO on Wall Street. The reason why is that the recession is finally starting to hit us where it hurts. Never mind the jobs lost, homes foreclosed on and so forth, but there is a possibility that because of lost revenue, the price on sweet, delicious, beer might go up. Beer sales have been declining, and even giant Miller Coors posted a 4th quarter loss. If we, the citizenry, have to practically get payday loans to obtain that Sweet, Sweet Nectar of the Gods, we should be disposing some suits!
posted by Jasmine A on 17 February 2010 at 04:30
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