DUBBELFRISSS INFLUENCER CAMPAIGN & CO-BRANDING

Two flavours. One spot on the shelf. Gen Z decides.
A creator-led product launch that turned new flavours into something Gen Z could discover, try, choose and influence.

Turn a product launch into a social battle

BRIEFING

Launching a new flavour today takes more than putting something new on shelf. You need to stand out, build awareness and give people a reason to actually try it.

DubbelFrisss, known for its unexpected flavour combinations, wanted to introduce two new flavours in a way that felt just as unexpected. The brief was to involve creators from the start, build real trial around the launch and turn the introduction into something Gen Z could actively participate in.

Give people a side to choose, and they have a reason to care

INSIGHT

Social is built on opinions.

People don’t just consume what they see; they compare, comment, pick favourites and choose sides. And when a product fits someone’s personality, taste or corner of the internet, that choice becomes something they want to talk about.

So instead of simply asking Gen Z to try two flavours, we wanted to give them something to have an opinion about.

A reason to choose

A reason to participate

And a reason to try both before making up their mind

Unexpected flavours deserved unexpected creator duos.

APPROACH

We built the DubbelFrisss Smaakmakers Battle around two new flavours and two unexpected creator duos.

Each duo became the face of one flavour. They appeared on pack, launched their flavour on TikTok and Instagram and became the captains of their own team.

To turn the launch into a real social wave, we built the campaign in three layers:

-CO-BRANDING

The four lead creators who became the faces of the flavours. Their personalities, content styles and audiences gave each product its own identity and team.

– CREATOR AMPLIFICATION

Around the lead duos, we activated 12 additional paid Gen Z creators. They tried the flavours, chose a side and brought the battle into their own communities.

– SEEDING & TRIAL

Finally, we seeded both flavours 50 creators. They could taste, compare, react and choose for themselves; creating more trial, more organic content and more conversation around the two products.

TEAM BUBBLEGUM & BLUEBERRY OR TEAM ORANGE & VANILLA ICE CREAM?

The goal was simple: make Gen Z see the flavours, try them and develop a preference. And eventually, choose a winner.

From feed to shelf

RESULTS

The layered approach turned one product launch into a much bigger creator wave.

8M views and 4% average organic engagement rate
66 creators activated in total
Thousands of comments across the campaign and thousands of litres of Dubbefrisss tasted

But the most interesting movement happened beyond the feed.

Following the launch, DubbelFrisss saw a clear uplift in market rotation. When the second content wave went live, retail performance accelerated again, showing approximately 30% week-on-week growth.

Social activity and movement on shelf followed the same pattern twice.

And that is exactly what the campaign was built to do: not just make people aware that new flavours existed, but make them curious enough to try, choose and act.

One idea. Three layers of influence

WHY IT WORKED

The strength of the Smaakmakers Battle wasn’t one creator or one viral post. It was the combination.

Hero creators gave the flavours personality
Paid creators turned the battle into a wave
Seeding created trial and organic advocacy
The audience turned engagement into preference

That meant creators weren’t simply a media layer added to a product launch. They connected content, trial, community participation and retail.

And social wasn’t just where DubbelFrisss announced two new flavours. It became the place where people discovered them, tried them, picked a side and helped decide what happened next.

Client: Riedel for Dubbelfrisss together with Hotel L’Amour creative agency