When “Pop” meets electro: Pringles at Tomorrowland Sep 3, 2025

What happens when you mix a beloved potato crisp, music, and a shared drive to bring people together in joy

This summer saw the inaugural partnership between Pringles and Tomorrowland, one of the biggest electronic music festivals in the world. Held every summer in Belgium, the festival brings music lovers from all over the world, with more than 400,000 visitors flocking in to enjoy performances from some of the world's top artists.

To celebrate the partnership, we opened the doors to the Pringles Pop & Karaoke Bar in the heart of DreamVille, the festival campsite. This bold and playful activation invited festivalgoers to sing loudly and express themselves, from "Mamma Mia" to "Unwritten." From the moment the doors opened, the space quickly became a buzzing hub of togetherness that only Pringles could build!

And that wasn't the only way Pringles brought people together. To help all visitors experience the magic of the festival, we collaborated with Tomorrowland to make DreamVille more accessible for people who are blind or partly sighted by incorporating NaviLens optical smart codes across key areas of the campsite, including the karaoke bar, toilets, showers, and first-aid stations.

NaviLens technology uses high-contrast, colorful optical smart codes that can be detected and read by the NaviLens and NaviLens GO smartphone apps. With the apps, consumers can quickly locate the codes from several feet away, navigate to them, and receive relevant spoken and visual information. The apps can communicate this information in up to 36 languages.

With the NaviLens codes across the camp, visitors were able to navigate more independently and with more autonomy across key areas. Kellanova is proud to be one of the first food companies in the world to integrate NaviLens technology into its packaging; all of our products in Europe, including Pringles and our Kellogg's brand cereals and snacks, now incorporate codes that allow consumers to locate and navigate to them and learn their nutritional information-all in their preferred language. What started as small pilot project in the UK in 2020 is now a shining example of our commitment to create #BetterDays for our consumers and advance sustainable and equitable access to food in the communities we serve.

Our Benelux team is proud to have been able to share this unique vision of togetherness with such impactful partners, and is excited to build on this momentum in the future.

Try NaviLens yourself! Download the NaviLens GO app on the Apple App Store or Google Play and scan the codes in this article.