The Loop
Julianne Beffa
David Dobrik Turned a Candy Store Into a Nightclub, & It Was Everything
- By: Julianne Elise Beffa
The Most Unexpected (and Sweetest) Afterparty of Lollapalooza 2025…
Chicago’s Michigan Avenue saw more than just Lollapalooza crowds this past weekend. It saw a candy store become a nightclub.
Digital creator and YouTube sensation David Dobrik threw a one-of-a-kind Lollapalooza afterparty to celebrate the launch of his new snack brand, Wavers, now officially stocked at IT’SUGAR stores nationwide. And where better to kick things off than IT’SUGAR’s flagship Chicago location, just steps from the Lolla madness?
The 6,000-square-foot candy emporium transformed into a glow-in-the-dark party zone with LED lights, DJs, immersive food stations, and a packed dance floor, turning what could have been a simple product launch into one of the most buzzed-about celebrity events during Lollapalooza weekend in Chicago.
A Sweet & Spicy Debut for Wavers Snack Brand
Wavers by Doughbrik’s Snacks is Dobrik’s latest venture into the creator-founded CPG space, bringing bold, pizza-inspired flavors to the snack aisle. The chips come in four varieties- Late Night Pizza, Extra Cheesy, Spicy Pickle, and Hot Honey- all non-GMO, free of artificial preservatives, and just 140 calories per serving.
To match the brand’s bold energy, Dobrik and his team went all out. From Doughbrik’s Pizza topped with Wavers chips to Chicago-style hot dogs loaded with Spicy Pickle Wavers, every snack station inside IT’SUGAR was designed to bring the flavor to life.
The partnership between Dobrik, Ilya Fedorovich, and CPG veterans Adam Cohen and Jerry Bello of Tastemaker Food Co. has already set the brand up for retail success. With its nationwide launch in all 115 IT’SUGAR locations and availability online at itsugar.com, Wavers is officially entering the snack game with style.
Celebrities, Influencers, and Reality Stars Flooded the Party
The Wavers launch party drew a who’s who of the internet, including Natalie Noel, Zane Hijazi, Dom Gabriel (Perfect Match), Blake Gray, Sofia Muse, King Bach, Neil Shibata, Shaina Hurley (Love Is Blind), Calum Harper, and Tetris Kelly. It was a creator-driven event, perfect for Lollapalooza’s content-heavy weekend.
Spinning the night away were DJ Oreo, Nate Wyatt, and BG Good, keeping the crowd energized with festival-worthy sets.
Inside the IT’SUGAR x Wavers Nightclub Takeover
Once known for its over-the-top candy displays and Instagrammable interiors, IT’SUGAR’s Chicago flagship morphed into a full-blown immersive nightclub experience. Think strobe lights, disco balls, interactive tasting bars, and Wavers chip samples galore. Guests danced on an LED-lit floor surrounded by oversized snack bag installations and glowing Wavers signage.
This was no typical launch. It was a retail takeover meets afterhours rager, redefining how celebrity snack brands can introduce themselves to the world.
IT’SUGAR executives including President Ryan Nelson and Creative Director Lauren Balsamo were on-site to celebrate the brand’s arrival on their shelves, alongside the Tastemaker team and Dobrik’s creative crew.
The Drink Line-Up: Sweet, Spiked, and On-Trend
The bar was stacked with trendy beverage partners including:
- Absolut Vodka
- Jameson Irish Whiskey
- Codigo 1530 Tequila
- Malibu RTD cocktails
- Barbie Soda and Warheads Soda
- Celsius energy drinks
- Holy Water (mushroom-infused, non-alcoholic)
- Drink Carbliss RTDs
Whether you were a mocktail girlie or a spicy tequila loyalist, the Lollapalooza late-night party crowd was well-fed and even better hydrated.
Access to the event was powered by Rumor, the nightlife app making waves for exclusive RSVP-only parties during high-impact weekends like Lolla.
A Major Win for Creator-Led Brands
Wavers isn’t just a fun snack. It’s a proof of concept. The creator-to-consumer pipeline is real, and David Dobrik just provided the blueprint for how to launch a snack brand in a culturally relevant, entertainment-driven way.
The crossover from YouTube stardom to successful CPG entrepreneur is no small feat. With the help of seasoned food execs and a pop-up party that felt more like a Coachella tent in candy form, Dobrik pulled it off.
Why It Matters for Retail + Nightlife Collabs
This wasn’t your average in-store activation. It was nightlife meets retail in a way that Gen Z audiences respond to immersive, high-energy, and shareable. Candy wasn’t just on the shelves. It was on the DJ booth, in the cocktails, and in the air.
The success of the Wavers x IT’SUGAR party shows how nontraditional venues can become nightlife destinations when the guest list is curated, the branding is sharp, and the timing is culturally dialed in.
Final Thoughts
In a summer crowded with celebrity launches, product drops, and Lollapalooza afterparties, David Dobrik’s Wavers party stood out- not just for the lights, the DJs, or the candy, but for proving that a snack brand launch can double as a cultural moment.
Whether you came for the chips, the vibes, or the clout, you left with a sugar rush and a new favorite snack in your tote.
Now stocked at all IT’SUGAR locations and available at itsugar.com, Wavers isn’t just another influencer product. It’s your new go-to for late-night cravings and post-party bites.
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