Tooheys Extra Dry was launching a new larger 'longneck' beer in a very competitive space. The TED696 Project launched the product by claiming the medium that all longneck beer bottles are sold in at Australian liquor stores - the brown paper bag. The project collaborated with artists Shepard Fairey, DMOTE and Luca Ionecsu and became an ongoing branding medium for Tooheys.
CASE STUDY