Philip Morris and Andrea Bocelli Launch 'Believe. Further' Platform
Event summary
- Philip Morris International (PMI) partnered with tenor Andrea Bocelli to launch the 'Believe. Further' multi-year platform on June 29, 2026.
- The initiative aims to engage cultural, institutional, and business audiences in Europe around progress and positive change.
- PMI's smoke-free products accounted for 43% of its net revenues in Q1 2026, available in over 105 markets.
- Bocelli's involvement aligns with his foundation's mission to empower communities facing social exclusion.
The big picture
PMI's partnership with Bocelli underscores its strategic shift towards a smoke-free future, leveraging cultural influence to drive corporate transformation. The initiative reflects broader industry trends where consumer goods companies are rebranding through high-profile collaborations and social impact initiatives. With smoke-free products now contributing nearly half of PMI's revenues, the platform aims to reinforce its commitment to innovation and progress.
What we're watching
- Brand Alignment
- How PMI's association with Bocelli will influence its perception as a progressive company.
- Regulatory Dynamics
- Whether the FDA's authorization of PMI's products will accelerate global smoke-free product adoption.
- Market Expansion
- The pace at which PMI can grow its smoke-free product revenue beyond the current 43% share.
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