Klene Licorice, a Dutch confectionery brand since 1876, faced a fierce challenge in the candy market. Amid rising demand and new entrants, securing shelf space became a constant battle. To stand out and gain brand preference, Klene needed a unique strategy in a crowded, colorful aisle.
Beter dan Best
To address these challenges, we decided to capitalize on Klene's rich heritage and the personality of its founder, Johannes Coenradus Klene. The campaign sought to revive the tradition and authenticity associated with the brand. Johannes Coenradus Klene, a symbolic character, was introduced as the face of Klene, the embodiment of the brand's history and values.
© 2023 Lionell Schuring