400,000 people. Dreamville. A brand activation you can't engineer — you can only earn it. Here's how Yolloh® showed up at one of the world's most iconic stages.
A listing in 1,300 Carrefour stores is a commercial milestone. It puts Yolloh® in front of millions of shoppers. But it doesn't create the kind of brand connection that makes a first-time buyer into a loyal consumer.
That's what brand activation does. Sampling at a festival. A mascot someone actually wants to photograph. A product experience in a context that has nothing to do with a checkout queue.
Tomorrowland was that moment for Yolloh®. And we're building more of them.
We captured the energy of the Yolloh® presence at Tomorrowland — the sampling, the mascots, the reactions. This is what happens when a free-from candy brand shows up where nobody expected it.
Yolloh® at Tomorrowland · Belgium · 2024
The Yolloh® mascot characters — bold, playful, immediately recognisable — were out in force. Sampling sachets directly into the hands of festival-goers. The most direct possible brand-to-consumer touchpoint.
Dreamville is Tomorrowland's on-site camping village — the beating heart of the festival community. Yolloh® was there, in the environment where festival identity is built and shared.
Festival content travels. Mascot photos. Sampling moments. The Yolloh® brand appearing in places it was never expected — shared by people who discovered it for the first time in that context.
Tomorrowland attracts visitors from over 200 countries. A single weekend of activation reaches an international audience that no trade show can replicate.
The Tomorrowland activation wasn't just a brand moment. It was proof of something. A product that consumers discover in an unexpected context — and come back to in a familiar one.
In 2025, Yolloh® was listed in 1,300 Carrefour France stores. The brand journey from Belgian checkout to French hypermarket to international festival — and back to the checkout — is the story of a brand that understands how consumer loyalty is built.
Read the L'Echo coverage →"Yolloh® ne cesse de croître et de séduire de nouveaux marchés, avec 15 pays couverts aujourd'hui et l'objectif de multiplier son chiffre d'affaires par 5 dans les trois prochaines années."
Tomorrowland was a starting point. Brand activations, sampling campaigns, and partnerships with events and venues that speak to the Yolloh® audience are part of how we build the brand beyond the shelf.
If you work in events, sampling, or brand partnerships — and you think there's a fit — we'd like to hear from you.
Get in touch →