To introduce Velo’s innovative nicotine pouches to an ever-growing audience by bringing the brand's unmistakable Weirdly Wonderful style to the target communities' go-to touchpoints—all while celebrating its new Made in Italy positioning through a pop lens. An ambitious challenge, don't you think?
One concept – three tours.
The Unexpectedly Italian was translated into a surprising, immersive experience crafted to adapt seamlessly across two key channels —HoReCa and Sponsorships— which amplified one another.
Starting from a careful mapping of the touchpoints and events most aligned with the brand's DNA, we selected Italy’s coolest summer and winter destinations across beach clubs, après-ski spots, and major national festivals dedicated to water sports, live music, and urban culture—for a total of 18 stops and over 300 days of activation.
An out-of-the-box experience defined by an original, instantly recognizable visual language that blended Italian Neoclassicism with Velo’s Weirdly Wonderful vibe.
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