The campaign was launched with TVC, OOH and online.

Export, the beer that brought you Brewtroleum and Beer Bottle Sand, has taken its commitment to innovation to the next level with a new campaign that includes a hilarious and fictional presentation.

The campaign launches the new Thirsty for Better brand platform which celebrates the brand’s rich history of improving things and prepares the brand for exciting innovations to come.

The Export brand has always been innovative. From a young age, founder Morton Coutts was determined to find ways to make things better, believing that if you didn’t have what you needed, you should build it.

When the New Zealand government passed on its infamous “black budget,” introducing a tax on high-quality imported beer, Export – New Zealand’s first export-quality beer – was born.

Coutts was an inventor and a genius, and with the determination to make beer better for the ordinary working kiwi, he pioneered everything from continuous brewing methods to the country’s first chilled draft beer.

More recently, Export made Brewtroleum, a biofuel made from ethanol left over in the brewing process, and Beer Bottle Sand, using recycled glass bottles to help build Queenstown Airport and sections of the l Hamilton Highway.

Today, Morton’s lack of respect for the impossible and constant “search for the best” is perpetuated in Export’s drive to make things, like beer packaging, better, by making them more recyclable.

The TVC launch unabashedly celebrates packaging as a major technological breakthrough in a large theater with oversized screens, comically positioning Export as “the technology company for beer”.

The TVC teases that new innovations are coming soon.

“Exporting builds on 90 years of innovation,” says Jo Mitchell, Marketing Director of DB Breweries.

“This is what the brand was founded on in 1930 and continues to be a measure of innovation to come,” Mitchell says.

The campaign is launched with TVC, OOH and online from May 30.