Key Points
- BAT’s nicotine pouch brand Velo released a global consumer study.
- The research surveyed 2,009 nicotine users across five markets from June 16-22, 2026.
- 61% of respondents said others’ self-expression encourages their own expression.
- Velo launched “Echoes of Tomorrowland” with Tomorrowland.
- Nicotine pouch brands are expanding marketing strategies beyond product features toward experiences and communities.
2Firsts
August 10, 2026
According to a global consumer study released by Velo, British American Tobacco’s (BAT) nicotine pouch brand is exploring consumer insights and experiential marketing strategies centered on self-expression.
Velo released the research alongside the launch of “Echoes of Tomorrowland,” a partnership with global electronic music festival brand Tomorrowland. The initiative uses live events and synchronized livestreams to extend Tomorrowland’s music and community experience to broader audiences.
The research was commissioned by Velo and surveyed 2,009 nicotine users across the UK, Spain, Pakistan, Poland and Austria between June 16 and June 22, 2026.
Velo Study Examines Social Connection and Self-Expression
According to Velo’s research, 39% of respondents said building meaningful connections has become harder with age.
Respondents cited several factors, including:
- difficulty finding people with shared interests (28%);
- feeling awkward (27%);
- fear of rejection (24%);
- fear of being judged (21%).
Velo said the findings helped shape the “Echoes of Tomorrowland” campaign, which focuses on creating shared experiences and connections.
The findings come from a Velo-commissioned consumer survey and reflect the views of the surveyed participants rather than an independent industry-wide study.
61% Say Others’ Expression Encourages Their Own
The study examined the role of music and live events in consumer self-expression.
Velo reported that:
- 61% of respondents feel more comfortable expressing themselves when they see others doing the same;
- 30% said the dancefloor is where they feel most able to show their authentic selves;
- 27% of respondents aged 25-35 said friendships formed at live music or cultural events feel more genuine than relationships formed in other settings.
Velo said shared experiences can reduce social barriers and create stronger connections between people.
Velo and Tomorrowland Expand Experiential Marketing Campaign
Following the research, Velo launched “Echoes of Tomorrowland.”
The initiative includes:
- live events;
- synchronized livestreams;
- music performances;
- community experiences.
One event took place on July 17, 2026, at the Tomorrowland Store in Ibiza, Spain.
The event featured an interactive social experiment in which guests were given half of a butterfly design and encouraged to find another person holding the matching half.
The event was headlined by Ukrainian house and techno DJ Korolova and included a livestream from Tomorrowland’s main stage.
Nicotine Pouch Brands Expand Beyond Product Marketing
Competition in the nicotine pouch category is increasingly extending beyond product attributes toward branding and consumer engagement.
Some nicotine pouch brands are exploring:
- music partnerships;
- cultural collaborations;
- community-based marketing;
to build stronger emotional connections with consumers.
Velo’s partnership with Tomorrowland reflects a broader trend among nicotine pouch brands seeking lifestyle-oriented marketing strategies in mature markets.
However, the research and campaign primarily reflect Velo’s own brand strategy and do not represent broader consumer trends across the nicotine pouch industry.
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