The design/idea came from two local insights.
One is that in PNG most beer is consumed by blokes outdoors around fires. The other is that in Summer, clouds of huge, malaria carrying mosquitoes attack anyone outside.
To bring the insight to life we printed a natural (Eucalyptus) insect repellant ink coating that turned the SP Lager carton into a kind of big mosquito coil that carried beer.
We retained the classic SP Lager look, added the SP Lager Mozzie Box logo and simply telling drinkers to tear off pieces of carton and throw them in a fire to make smoke.
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