British American Tobacco’s (BAT) nicotine pouch brand Velo has released new global consumer research examining the relationship between social connection, music, live events, and self-expression. The findings are being used to support the brand’s latest experiential marketing initiative, “Echoes of Tomorrowland,” developed in collaboration with global electronic music festival brand Tomorrowland.
According to Velo, the research found that 61% of surveyed nicotine users said seeing other people express themselves makes them more likely to express their own thoughts or feelings. The findings highlight the role that shared experiences and social environments can play in encouraging interpersonal connections and self-expression.
Velo released the research in August 2026 alongside the launch of its Echoes of Tomorrowland campaign, which aims to extend the Tomorrowland music and community experience beyond the festival through live events and streaming.
Velo Research Examines Social Connection and Self-Expression
The research was commissioned by Velo and surveyed 2,009 nicotine users across the United Kingdom, Spain, Pakistan, Poland, and Austria. The survey was conducted between June 16 and June 22, 2026.
One of the key themes examined was the difficulty some consumers experience when establishing meaningful social connections as they get older.
According to the survey, 39% of respondents said it becomes more difficult to form meaningful interpersonal connections with age.
Among the reasons cited by respondents were:
- 28% said it is difficult to find people with similar interests.
- 27% said they feel embarrassed.
- 24% said they are afraid of rejection.
- 21% said they are concerned about being judged by others.
Velo said these findings helped inform the concept behind Echoes of Tomorrowland, which seeks to use shared experiences to encourage interactions between people.
It is important to note that the figures come from consumer research commissioned by Velo. They represent the opinions of the survey participants and should not be interpreted as independent conclusions about the broader nicotine market or global consumer behavior.
61% Say Other People’s Self-Expression Can Encourage Their Own
Music and live events were another major focus of the research.
Velo reported that 61% of respondents said seeing other people express themselves makes them more likely to express their own true thoughts.
The research also found that:
- 30% of respondents identified the dance floor as the place where they feel most able to express themselves.
- 27% of respondents aged 25 to 35 said friendships formed through music events or cultural activities feel more genuine than relationships developed in other social situations.
Velo interprets these findings as evidence that shared cultural experiences can help reduce social barriers and create opportunities for people to connect.
For the brand, these insights have become part of a broader strategy that places community and self-expression alongside conventional product-focused communication.
Velo and Tomorrowland Launch “Echoes of Tomorrowland”
Building on the research, Velo launched its Echoes of Tomorrowland experiential campaign in partnership with Tomorrowland.
The initiative combines several elements, including:
- Live music events
- Online live streaming
- DJ and music performances
- Interactive community experiences
One activation took place at the Tomorrowland Store in Ibiza, Spain, on July 17, 2026.
During the event, participants were invited to identify strangers carrying matching butterfly patterns and work together to complete the overall design. Velo said the interactive concept was intended to encourage conversations and spontaneous connections between people who did not previously know each other.
The event featured Ukrainian house and techno DJ Korolova, while live-streaming technology connected the activation with content from Tomorrowland’s main stage.
Lifestyle Marketing Becomes More Prominent in the Nicotine Pouch Category
The Velo campaign comes as competition among nicotine pouch brands increasingly extends beyond product characteristics and into broader brand-building and consumer engagement.
In several mature markets, brands in the category have explored lifestyle-oriented marketing through areas such as:
- Music and entertainment
- Sports partnerships
- Cultural events
- Community initiatives
- Experiential marketing
These approaches allow brands to build associations with particular lifestyles, interests, and communities rather than relying exclusively on traditional product advertising.
Velo’s partnership with Tomorrowland is an example of this broader shift toward experiential and lifestyle-based brand communication. By connecting a nicotine pouch brand with music, live experiences, and community interaction, the campaign seeks to create a stronger emotional association with its target audience.
A Growing Focus on Experience and Community
The Echoes of Tomorrowland campaign illustrates how nicotine pouch companies are increasingly exploring alternative forms of consumer engagement, particularly in markets where the category is becoming more established.
For Velo, the research provides a foundation for positioning shared experiences and self-expression as central themes in its communication strategy. The partnership with Tomorrowland then translates those themes into live and digital experiences.
However, the findings should be considered within their proper context. The research was commissioned and released by Velo, and the campaign is part of the brand’s own marketing strategy. Consequently, the results do not necessarily represent the views or behavior of nicotine users globally, nor do they establish broader trends across the entire nicotine pouch industry.
As the global nicotine pouch market continues to develop, competition is likely to involve not only product attributes but also how brands establish their identities and engage consumers through entertainment, culture, and community-focused experiences.