Export, the beer that brought you Brewtroleum and Beer Bottle Sand, has taken its commitment to innovation up a level with a new campaign by Colenso BBDO that features a humorous mock keynote presentation. The campaign launches the new ‘Thirsty for Better’ brand platform which celebrates the brand’s history of making things better and sets the brand up for exciting innovations still to come.
The Export story is one of founder Morton Coutts who was determined to find ways to make things better, believing that if you didn’t have what you needed, you should build it. Coutts was an inventor, and with a determination to make beer better for the common working Kiwi he pioneered everything from continuous brewing methods to the country’s first refrigerated draft beer.
Today Morton’s disrespect for the impossible and constant ‘pursuit of better’ lives on in Export’s drive to make things, like beer packaging, better, by making it more recyclable. The launch TVC celebrates the packaging as a major technology breakthrough in a large theatre with oversized screens, comically positioning Export as ‘the tech company of beer’. The TVC teases that new innovations are coming soon.
Jo Mitchell, Marketing Director, DB Breweries, says: “Export is capitalising on 90 years of innovation. It’s what the brand was founded on back in 1930, and continues to be a measure of the innovation going forward,” says Mitchell.
The campaign launched with TVC, OOH and online at the end of May.
Marketing Director: Jo Mitchell
Senior Marketing Manager: Dave Openshaw
Marketing Manager: Sam Forrest
Brand Manager: Michael McRae
Creative agency: Colenso BBDO
Production company: Flying Fish
Director: Gary John
Executive Producer: James Moore
Producer: Sam Attenborough
DOP: Andrew Stroud
Editor: Tim Mauger
Colourist: Matic Prusnik
Online: MANDY VFX, Senior VFX Supervisor: Brad Wood
Sound Design: Shane Taipari, Franklin Rd
Music Composition: Mike Newport