KNOPPERS LAUNCHES NEW LIMITED EDITION WITH 18 CREATORS AT BAD BUNNY CONCERT
Turning a Product Launch Into a Cultural Moment.
18 creators. An exclusive Knoppers Creator Lounge. A sold-out Bad Bunny concert. And the launch of the new Knoppers Raspberry Yoghurt Limited Edition.
To introduce its latest product innovation to a young, social-first audience, Knoppers wanted to create more than a traditional launch campaign. The new limited edition needed to become part of an experience that felt relevant, exciting and worth sharing.
We transformed the sold-out Bad Bunny concert in Düsseldorf into a creator-led launch moment. At the centre of the activation was a dedicated Knoppers Creator Lounge—an exclusively designed and fully branded space that brought the new product, selected creators and social content together before the show.
From organic creator content to tailor-made formats for the brand’s own channels, the experience carried the new Knoppers Limited Edition directly into the social feeds of the target audience.
Mative creates one-of-a-kind creator events that connect brands with culture, talent and relevant communities.
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CHALLENGE
The launch of the new Knoppers Raspberry Yoghurt Limited Edition needed to generate attention among a young, digitally connected audience in a highly competitive consumer environment.
The challenge was to move beyond traditional product communication and create a launch that felt native to social media. Instead of simply placing the product in front of the target audience, we wanted to connect it with a cultural experience that creators would genuinely want to attend, capture and share with their communities.
At the same time, the activation needed to provide Knoppers with its own strong brand presence. The product had to remain at the centre of the experience while becoming a natural part of the content—without the communication feeling staged or disconnected from the creators’ usual storytelling.
Our goal was therefore to build a branded environment that combined product presentation, creator experience and content production in one coherent activation.
STRATEGY
An Exclusive Creator Lounge Built Around the Product
OOur strategy was built around one simple idea: turning the launch of the new Knoppers Limited Edition into an exclusive creator experience surrounding one of Düsseldorf’s biggest entertainment moments.
We invited 18 carefully selected creators to Bad Bunny’s completely sold-out concert and created a dedicated Knoppers Creator Lounge as the central meeting point for the evening. The space was designed and branded specifically for the launch, creating a distinctive Knoppers environment in which the new Raspberry Yoghurt Limited Edition was prominently presented throughout.
Every touchpoint within the lounge was created to bring the brand and product to life. The new limited edition was not simply handed to the creators—it became part of the overall setting, the shared experience and the visual content produced throughout the evening.
Before the concert, the creators came together in the lounge, discovered the new product and captured the atmosphere in their own individual style. This gave them the freedom to create content that felt authentic to their channels while ensuring that Knoppers remained clearly visible and naturally integrated into the storytelling.
Alongside the creator content, we developed and produced engaging, platform-native social media formats specifically for the Knoppers channels. This extended the value of the activation beyond the creators’ individual communities and provided the brand with relevant owned content connected directly to the event.
From the first moments inside the branded lounge through to the sold-out concert itself, the activation created one consistent story across Instagram and TikTok—combining product launch, music, entertainment and creator culture.
RESULTS
One Lounge. 18 Creators. 800k+ Views.
The activation generated 51 pieces of social content across Instagram and TikTok, combining authentic creator storytelling with tailor-made formats for the Knoppers channels.
The creator content achieved more than 800,000 views and introduced the new Raspberry Yoghurt Limited Edition directly to a young, highly relevant audience. By activating 18 creators around the same experience, the campaign generated broad organic visibility and created a strong sense of momentum surrounding the launch.
The dedicated Creator Lounge gave Knoppers a distinctive and highly visible presence throughout the evening, while the combination of creator content and owned social formats ensured that the experience continued far beyond the physical event.
By connecting a new product launch with a sold-out cultural event, we transformed the Knoppers Limited Edition into a shared social moment at the intersection of product, music and entertainment.
800k+
IMPRESSIONS
51
UGC
18
TALENTS
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