KLENE PUUR
2018 - Commercial work
People are becoming more aware of what they eat. That’s why Klene created Puur (Pure). Licorice in three different flavors, which they brought back to their core ingredients, while also providing transparency
about these ingredients.
KLENE PUUR - OPEN DAG
TVC 2018
KLENE PUUR - KIJKJE IN DE KEUKEN
PRE-ROLL 2018
That’s why they asked us to introduce Klene Puur with a TV-commercial and an online pre-roll (YouTube). Using Klene’s well-known characters, Han & Koen.
When they presented us the packaging for the new Klene Puur licorice we noticed that Klene decided to put the ingredients on the front, instead of hiding it on the back. For us, this decision of giving people direct transparency of its contents was interesting. Than just telling people there are fewer ingredients
When they presented us the packaging for the new Klene Puur licorice we noticed that Klene decided to put the ingredients on the front, instead of hiding it on the back. For us, this decision of giving people direct transparency of its contents was interesting. Than just telling people there are fewer ingredients
in the pure licorice.
Fun fact: most people don’t have a clue how much ingredients licorice contains.
We decided to translate this transparency and showing the ingredients instead of hiding it in our
Fun fact: most people don’t have a clue how much ingredients licorice contains.
We decided to translate this transparency and showing the ingredients instead of hiding it in our
TV-commercial, with an Open Day at the Klene factory. We used the strong personalities of
Han (closed, old-fashioned, craftsmanship) and Koen (open, progressive, innovative) to tell
the story about this new licorice in an airy way.
In the pre-roll Han & Koen give a little sneak peek of how to make Klene Puur, of course, there isn’t enough time to go through the whole recipe. But luckily the ingredients are already up front.
With this campaign, we introduced a new kind of licorice that provides transparency about its contents. Consumption awareness isn’t new, and a lot of brands in the food sector are jumping on the bandwagon.
In the pre-roll Han & Koen give a little sneak peek of how to make Klene Puur, of course, there isn’t enough time to go through the whole recipe. But luckily the ingredients are already up front.
With this campaign, we introduced a new kind of licorice that provides transparency about its contents. Consumption awareness isn’t new, and a lot of brands in the food sector are jumping on the bandwagon.
We tried to find a fun and light-footed way to jump out between all these other campaigns on this topic.
The work was successful in its launch and lead to increased brand awareness.
The work was successful in its launch and lead to increased brand awareness.
Keeping Klene the number one licorice of the Netherlands.
------------------------------------------------------------------------------------------------------------
CLIENT: Klene
AGENCY: Selmore Creative Agency
CREATIVES: Justin van Creij & Wesley Uyleman
CD’S: Jakko Achterberg, Niels Westra & Diederick Hillenius
ACCOUNT: Kiki Nelson
PRODUCER: Jorieke de Jong
PRODUCTION AGENCY: CZAR
DIRECTOR: Jelmar Hufen
PRODUCER: Robert Nan
DOP: Gabor Déak
EDIT: Erik Verhulst
SOUND: Audentity
AGENCY: Selmore Creative Agency
CREATIVES: Justin van Creij & Wesley Uyleman
CD’S: Jakko Achterberg, Niels Westra & Diederick Hillenius
ACCOUNT: Kiki Nelson
PRODUCER: Jorieke de Jong
PRODUCTION AGENCY: CZAR
DIRECTOR: Jelmar Hufen
PRODUCER: Robert Nan
DOP: Gabor Déak
EDIT: Erik Verhulst
SOUND: Audentity
------------------------------------------------------------------------------------------------------------
