Philip Morris International Partners With Andrea Bocelli to Promote Smoke-Free Products

Philip Morris International and Italian tenor Andrea Bocelli have launched a collaborative project titled “Believe. Further.” The initiative features a series of performances and digital content designed to highlight the company’s ongoing transition toward smoke-free products.

The campaign centers on a short film and a musical performance featuring Bocelli, which the company uses to illustrate its corporate shift away from traditional cigarettes. According to the company, the partnership serves as a platform to communicate its long-term objective of replacing combustible tobacco products with alternative nicotine delivery systems. The project includes global distribution across various digital channels, aiming to reach international audiences with the company’s stated mission of achieving a smoke-free future.

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Date: June 29, 2026

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