Decarbonization of the energy system to combat climate change poses a significant challenge for the Netherlands, often attributed to carbon lock-in: a persistent dependence on fossil fuels shaped by historical forces. Carbon lock-in also occurs at the discursive level, which is why research on sustainability transitions increasingly explores discourses as a crucial element for change. Our research contributes to this knowledge by exploring how counternarratives shape the discursive dynamics surrounding the fossil fuel industry's role in the Dutch energy system. Using an interpretive approach, we examine how the role of Shell, as the ‘epitome’ of the Dutch fossil fuel industry, is framed by both Shell itself and three discursive agents opposing fossil fuel-based pathways. To this end, we reconstruct the counternarratives by Friends of the Earth NL, Follow This, Code Rood and Shell around how they envision the role of Shell in the Dutch energy system, with the goal to identify how discursive agents position their narratives vis-à-vis each other and if coalitions are formed. Our findings reveal that discursive agents deploy a variety of strategic practices to increase the successful reproduction of their narratives: first, Code Rood strategically adopts a radical narrative that stimulates imagination, polarizing the discursive struggle surrounding Shell's role in the energy system. Second, Follow This strategically adopts a marginal narrative, designed to persuade incumbents of alternative interpretations, especially to rethink the profitability of fossil fuels. Third, Friends of the Earth NL and Follow This enhance their discursive agency through coalition building. Since unlocking institutionalized discourses becomes more important, further research should shed light on discursive dynamics within the institutionalized discourse. By offering insights into the pivotal role(s) of counternarratives in instigating discursive change, this study contributes to the growing body of knowledge crucial for accelerating the shift toward a decarbonized energy system.