A new platform for dialogue on progress, reflecting a mutual commitment to advancing positive change
STAMFORD, CT, June 29, 2026--(BUSINESS WIRE)--Philip Morris International (PMI) (NYSE: PM) and Maestro Andrea Bocelli today presented "Believe. Further", a multi-year platform designed to engage audiences in a broader conversation on progress and positive change. The launch took place at the Torre dell'Arsenale in Venice, where heritage and forward movement meet, a fitting setting for two voices on a similar path.
What do you do when the world has already decided what you are? "Believe. Further" begins from that question. It is built around a shared belief in progress and a shared conviction in transformation. At a time when science and technology allow better choices, it brings together two voices that, independently and in parallel, are undergoing a change in motion, and invites the beginning of a different conversation with society at large.
Maestro Bocelli's journey has been defined by belief. From the beginnings of his career to the world's most prestigious stages, he has followed a path shaped by conviction and the courage to go beyond what the world believed he could be.
The evolution of Philip Morris International reflects the same structure, driven by early decisions, sustained commitment and the discipline to deliver change over time. Today, that transformation is measurable: smoke-free products account for 43% of PMI's net revenues and reach consumers in over 105 markets worldwide as of first-quarter 2026.
"We committed to transform our business, replacing cigarettes with better alternatives because it was the right thing to do and because we could. There was no Plan B," said Massimo Andolina, President Europe Region, Philip Morris International. "Today, we launch our partnership with Andrea Bocelli in Venice, the city of bridges, to raise awareness of what technology and innovation can make possible and showing that this progress is already real."
"I have always believed in the importance of staying true to one's values and embracing each step of the journey, learning along the way," said Maestro Andrea Bocelli. "We must consider possible even what may seem impossible, when it helps improve lives and advance human progress."
Designed to engage cultural, institutional and business audiences across Europe, "Believe. Further" will evolve over time, expanding its reach as the conversation around progress continues. It reflects a shared approach towards the future, and a shared belief that progress matters and is the only direction worth choosing.