David Dobrik hosted the afterparty of all afterparties during Lollapalooza, to celebrate the roll out of his snack brand The Original Doughbrik’s Snacks, ‘Wavers’ into IT’SUGAR stores nationwide, kicking off with their Chicago flagship on Michigan Avenue. David brought bold flavor and energy to Chicago with a high-impact, nightclub vibe, transforming the notable candy store into a neon-themed disco. Wavers, the pizza-inspired snack line founded by digital creator David Dobrik — celebrated the launch at IT'SUGAR timed perfectly with Lollapalooza weekend.
Notable attendees at the Chicago bash included David Dobrik, Natalie Noel, Zane Hijazi, Dom Gabriel (Perfect Match), Blake Gray, Sofia Muse, King Bach, Neil Shibata, Emma Pill, Shaina Hurley (Love is Blind), Christos Lardakis, Calum Harper, Tetris Kelly, Aspen, Vik White, Lauren Gibson, Michelle Kennley, Courtney Gibson, Ferris, Zanc, and Lexie Goldberg, among many others. Featured DJ performances included DJ Oreo, Nate Wyatt, and BG Good.
IT’SUGAR President Ryan Nelson and Creative Director Lauren Balsamo were also on hand for the festivities, along with all its top executives.
Guests enjoyed Wavers new four flavor snack collection, Doughbrik’s Pizza topped with Wavers, Hubby’s Hotdogs Chicago style with Wavers Spicy Pickle as topping, and an endless offering of candy and sweet stations from IT’SUGAR paired with delicious, themed specialty cocktails featuring Absolut vodka, Jameson Irish Whiskey, Codigo 1530 Tequila, Malibu RTD, Barbie soda, Warheads soda, Celsius energy drink, Holy Water mushroom-infused drink, and Drink Carbliss RTDs, with access for the night powered by Rumor.
Wavers are non-GMO, free from artificial flavors and preservatives, and just 140 calories per serving, a new kind of bold, binge-worthy snack.
The 6,000 sq. ft. IT’SUGAR flagship store lit up with a full nightclub-style experience produced by The Influence. The celebration featured strobe lights, disco balls, DJ performances, candy stations, and exclusive tastings of all four Wavers flavors (Late Night Pizza, Extra Cheesy, Spicy Pickle, and Hot Honey), along with interactive and immersive food stations and photo opportunities. Partygoers had the LED dance floor packed all night, dancing post-festival to the hottest DJ tunes.
The event marked a major retail milestone as Wavers officially launched in all 115 IT’SUGAR locations nationwide, with product also now available online at itsugar.com. The Doughbrik's brand was founded by Dobrik and his partner Ilya Fedorovich, with Wavers launching alongside CPG veterans and Tastemaker Food Co. Founders Adam Cohen and Jerry Bello, with a mission to deliver bold, crave-worthy snacking with personality.
Image credit: Kamil Krzaczynski
