Dutch Radio Station Goes Beyond Music, Embraces New On Air Slogan


100% NL, a popular Dutch radio station, is shifting its focus from solely featuring the “best music of the Netherlands” to creating a positive listener experience with the new slogan “Maakt Je Dag” (“Makes Your Day”). This change is reflected in a fresh audio package created by PURE Jingles.

Boasting a loyal weekly audience of 1.5 million, 100% NL is a household name in the Netherlands, known for its mix of Dutch pop and global hits. The station, owned by the Mediahuis media group, aims to go beyond music and create a positive atmosphere for its listeners.

“At 100% NL, we celebrate life, have fun, and connect with our listeners,” explains marketing manager Ryan Dekker. “The feeling we want to create goes far beyond just playing Dutch pop music. ‘Makes Your Day’ perfectly captures our philosophy of celebrating life with our listeners.”

This shift also extends to the station’s audio branding, with PURE Jingles crafting a new package that reflects the station’s positive and engaging approach.