Hoe komen ze drop?

The Challenge

After 10 years of successful campaigning with the main character and (fictive) founder of the company, Johannes Coenradus Klene, there was an urgent need for a modern successor, without neglecting the brand’s heritage.


For the new campaign we came up with Han and Koen, the two sons and successors of Johannes Coenradus Klene. They embody our Guiding Idea: ‘Origineel sinds 1876’. One son represents authenticity, the other represents innovation. Together, they represent the future of Klene.


Since the launch of our campaign, Klene has become the number one liquorice brand in The Netherlands in the minds of the Dutch consumer.

Want to know more about this project?

Contact Anja Froeling
Head of account & operations
+ 31 (0)20 523 91 91