A new global collaboration has been announced between world-renowned Italian tenor Andrea Bocelli and Philip Morris International (PMI), launching an initiative rooted in shared values: progress, innovation, and belief in the power of transformation. Unveiled in Venice, the partnership aligns with PMI’s long-term strategic shift toward a smoke-free future—centered on science-based, reduced-risk products and continuous scientific advancement.
“Believe. Further”: A Platform for Meaningful Change
The initiative, titled “Believe. Further”, is a multi-year platform designed to engage audiences in a broader conversation about progress and positive societal change. Its official launch took place on June 26 at the Torre dell’Arsenale in Venice—a historic venue where heritage meets ongoing evolution, symbolizing the shared journey of two distinct yet parallel voices committed to reinvention.
The campaign opens with a powerful question: “What do you do when the world has already decided who you are?” From this premise emerges a call to challenge assumptions, embrace possibility, and foster dialogue grounded in optimism and evidence. At a time when science and technology are delivering better alternatives, the initiative brings together two influential forces—Bocelli’s artistic legacy and PMI’s corporate transformation—to invite society into a new kind of conversation.
Parallel Journeys: Belief as a Catalyst
Andrea Bocelli’s path has long been defined by unwavering belief—not only in his own potential but in the transformative power of music and human resilience. From his earliest performances to iconic stages worldwide, his career reflects courage to transcend perceived limits and redefine what is possible.
Similarly, PMI’s corporate evolution mirrors this ethos: driven by early strategic decisions, sustained commitment, and disciplined execution, its transition toward smoke-free products represents one of the most ambitious industry transformations underway. Today, smoke-free products account for 43% of PMI’s net revenues and are available in 108 markets globally—evidence that this vision has moved beyond aspiration into measurable reality.
Leadership Voices
Massimo Andolina, President of PMI’s Europe Region, stated: “We committed to transforming our business with better alternatives because it was the right thing to do—and because we knew we could. There was no second thought.” He added: “Today, in Venice, we launch our partnership with Andrea Bocelli to highlight what technology and innovation can make possible—and to show that this progress is no longer a prospect. It is now a reality.”
Andrea Bocelli said: “I have always believed in staying true to one’s values and embracing every stage of the journey—learning from it, growing through it. We must consider even the seemingly impossible as achievable—especially when it contributes to improving people’s lives and advancing humanity.”