'2 litre towel' - Australian Weaving - Australia

Australian Weaving, one the country's oldest textile manufacturers, knew its towels were better than its competitors'. The problem was, the public didn't.

They tested the absorbency of Australian Weaving's towels and discovered they could soak up almost twice as much water as cheap imported towels. An incredible 2 litres of water. So they turned this competitive advantage into a brand.

By simply rebranding and repackaging the current towel in the innovative 2litre bottle, the company secured distribution in 38 stores nationwide in one of Australia's most prestigious department stores, at double previous retail price.