DubbelFrisss launches new flavours together with influencers

From product launch to consumer choice

To introduce its new flavours, DubbelFrisss deliberately moved away from a traditional product launch. Instead, the brand chose a social first campaign that put the consumer at the centre.

Together with Riedel, Hotel L’Amour for creative direction and Scooperz Agency for influencer activation, the DubbelFrisss Taste Battle was brought to life: a format where creators and their communities helped decide which flavour would win.

From flavour launch to flavour battle

The campaign centred around two new flavour combinations, each linked to creator duos with their own creator branded packaging. This gave every flavour a face, a fanbase and a clear role within the campaign.

Two teams went head to head:

Bubblegum & Blueberry with @‌thomasgrinsven and @‌esmeejoanna

Orange & Vanilla Ice Cream with @‌levivdb1 and @‌charlotte.tk

By combining unexpected flavours with outspoken creator duos, the launch became more than an introduction. It became a playful battle that invited people to choose a side, react and join the conversation.

Social as the engine for retail activation

The campaign was built social first. Creators brought the battle to life through formats that felt natural to them and their audiences, from challenges and taste tests to interactive content.

Instead of working with strict scripts, the campaign gave creators room to translate the idea in their own way. This kept the content authentic, platform native and recognisable.

Social created the momentum, driving the retail activation. The flavours people saw, discussed and supported online were the flavours they could find and buy in store.

Impact at scale

With 31 creators and 56 posts, the campaign became a large-scale activation with continuous visibility throughout the campaign period.

The combination of creator co branding, broad influencer activation and influencer gifting created strong and consistent engagement across different communities.

From tasting to choosing

The DubbelFrisss Taste Battle campaign shows how a product introduction can become an interactive format in which consumers actively take part in the story.

By linking flavours to creators and communities, DubbelFrisss became the conversation on different For You Pages.