The campaign is backed by new research involving 2,009 nicotine users aged 18 and above who have used nicotine products for at least the past six months and currently use them at least weekly across the United Kingdom, Spain, Pakistan, Poland, and Austria. The research was conducted between June 16 and June 22, 2026.
According to the survey, nearly two in five adults (39%) believe making genuine connections has become harder with age. Respondents attributed this to several factors, including difficulty finding people with similar interests (28%), feeling awkward (27%), fear of rejection (24%), and fear of being judged (21%).
Velo, described as the leading nicotine pouch brand in Europe, and Tomorrowland said they believe music serves as a powerful catalyst for overcoming these barriers. The research found that 30% of respondents consider the dancefloor the place where they feel most comfortable expressing their authentic selves and “dance like nobody’s watching.” In addition, 61% said they feel more comfortable expressing themselves when they see others doing the same. Among respondents aged 25–35, 27% agreed that friendships formed at live music or cultural events are more genuine than those made in other social settings.
To extend the Tomorrowland experience beyond those able to attend the festival in person, Velo introduced “Echoes of Tomorrowland,” bringing the festival’s atmosphere, culture, and community to audiences worldwide through connected live events.
The campaign began with a bespoke social experiment at the Tomorrowland Store in Ibiza, where visitors were given one half of a physical butterfly and encouraged to find a stranger carrying the matching half to complete it. The initiative was designed to transform a room of strangers into an active and collaborative community.
The Ibiza event took place on Friday, July 17, and featured Ukrainian house and techno DJ Korolova as the headline performer alongside a livestream from Tomorrowland’s mainstage. Velo hosted consumer fans, media representatives from the United Kingdom and Spain, and lifestyle and music creators from around the world to recreate Tomorrowland’s culture of spontaneous community.
Through connected “Echo” events in Ibiza and other locations, featuring live stages, synchronised streams, and DJ performances, “Echoes of Tomorrowland” aims to create opportunities for dance music fans to express themselves and share new experiences together.
Reflecting on the event, global DJ Korolova said, “The dancefloor is one of the few places where people feel completely free to express who they are without judgment. That's the energy I felt throughout the night in Ibiza, thanks to Velo - it was incredible to watch everyone let go, show up as their true selves, and celebrate their originality together.”
Supporting artist Camden Cox said, “What stayed with me from the night was watching total strangers connect so easily through a shared experience. Sometimes all people need is a small invitation to start a conversation, and seeing the crowd use the physical butterflies to break the ice and dance together was pure magic.”
Malky Brown, Global Head of Content & Partnerships at BAT, said, “With ‘Echoes of Tomorrowland’, we wanted to recreate the sense of connection that makes the festival so special. By encouraging people to step outside their comfort zones and connect with others, we brought to life Velo’s belief that self-expression can bring people closer together.”
The official event wrap film and additional information about Velo are available through @velo.global. The campaign is intended for nicotine consumers aged 18 and above. Velo stated that the product contains nicotine and is addictive.
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