Challenge: nostalgia and sugar 

Most liquorice brands in the Netherlands lean into childlike cues or nostalgic Dutch tropes. The category shows little true innovation in experience or communication, while facing ongoing scrutiny from national debates about sugar and health. Oldtimers set out to change that context and raise expectations of what liquorice can be.

Liquorice is more than simple confectionery, and Oldtimers aims to prove it. Following successful collaborations with other Concorp brands such as Autodrop and Fisherman’s Friend, Oldtimers partnered with The Valley to redefine the brand strategy, claim a distinct position and join up every touchpoint across the journey. We focussed on quality, craft and ingredients as the core of the story.

The first expression, in 2023, was redesigned packaging with Van Heertum Design, giving the range a more premium feel. Next, seasonal flavours such as Stoofpeer in winter and coconut in spring built anticipation and variety. “Oldtimers opts for a clear focus on the knowledge of liquorice and the passion for the product, as we previously saw with coffee, beer and chocolate,” says Amber Verschuur, Brand Manager at Concorp. Together, these moves position Oldtimers as high‑quality liquorice for enthusiasts with an acquired taste.

In 2024 the work expanded with initiatives to build awareness, including a campaign that honours the craft of modern liquorice makers and the quality of the range, with dedicated support for the newly introduced sugar‑free line. “The campaign honours the work of the modern liquorice maker. The attention, the enthusiasm for craftsmanship and the quality of the different types of liquorice splashes off the screen,” says Michelle Quekel, Creative at The Valley. In film and photography (directed and shot by Michel Mölder) the process is shown up close, creating a sensory flavour experience on screen. The campaign also opens a centenary year for Oldtimers, which celebrates its 100th anniversary and will launch a series of collaborations. More to come.