Announcement

Velo, the leading European nicotine‑pouch brand owned by British American Tobacco, and the Tomorrowland festival announced the launch of “Echoes of Tomorrowland,” a global network of live events and synchronized livestreams designed to foster authentic self‑expression among dance‑music fans.

Research Findings

A survey conducted between 16 June 2026 and 22 June 2026 among 2,009 adult nicotine users (aged 18 and above, weekly users) in the United Kingdom, Spain, Pakistan, Poland and Austria revealed:

  • 61 % feel more comfortable expressing themselves when they see others doing the same.
  • 39 % say building meaningful connections becomes harder with age, driven by difficulty finding like‑minded people (28 %), feeling awkward (27 %), fear of rejection (24 %) and fear of judgment (21 %).
  • 30 % agree the dancefloor is the place where they can most authentically “show up” and “dance like nobody’s watching.”
  • 27 % of respondents aged 25‑35 consider friendships formed at live music or cultural events to be more genuine than those formed elsewhere.

Campaign Execution

The inaugural “Echoes” activation took place at the Tomorrowland Store in Ibiza on Friday 17 July 2026. Guests received one half of a crafted physical butterfly and were challenged to locate a stranger holding the matching half, instantly converting strangers into a collaborative community. The event was headlined by Ukrainian house‑techno DJ Korolova and featured a live livestream from Tomorrowland’s mainstage. Attendees included a mix of Velo consumers, media representatives from the United Kingdom and Spain, and lifestyle and music creators flown in from around the globe.

Subsequent “Echo” events are planned in Ibiza and other locations, each comprising live stages, synchronized streams and DJ sets to extend Tomorrowland’s culture and community beyond the physical festival.

Brand Positioning

Velo is described as the leading nicotine‑pouch brand in Europe, based on its estimated volume share in measured retail across Sweden, Denmark, the United Kingdom, Poland and Switzerland for the year 2025.

Comments

  • Korolova said the dancefloor “is one of the few places where people feel completely free to express who they are without judgment.”
  • Camden Cox added that the butterfly exercise “showed how total strangers can connect easily through a shared experience.”
  • Malky Brown, Global Head of Content & Partnerships at BAT, explained that “Echoes of Tomorrowland” aims to recreate the sense of connection that makes the festival special and to demonstrate Velo’s belief that self‑expression can bring people closer together.

Regulatory Note

The product is intended for consumers aged 18 and over; it contains nicotine and is addictive.

Contact

Elin Thomas, Consumer & Brand PR Manager, BAT (Nicoventures Communications (Switzerland) SA) – elin_thomas@bat.com