An unforgettable experience awaited those who attended Andrea Bocelli’s concert on Saturday, 27 June, in Venice’s iconic St. Mark’s Square — a performance made possible through a collaboration between the world-renowned Italian tenor and Philip Morris International (PMI), the parent company of Papastros and other leading tobacco brands.
A Platform for Progress
The concert followed the official launch the day before — 26 June — of Believe. Further, a multifaceted platform co-introduced by PMI and Andrea Bocelli at the Arsenale Tower in Venice. The historic venue, where heritage meets continuous evolution, served as a fitting backdrop for two voices sharing a common journey: one rooted in artistic conviction, the other in scientific transformation.
The initiative begins with a powerful question: “What do you do when the world has already decided who you are?” At its core, Believe. Further reflects a shared belief in progress and a shared conviction in the power of change. In an era where science and technology offer better alternatives, two distinct yet parallel paths — one artistic, one industrial — converge to spark a new kind of dialogue with society at large.
A Journey Defined by Belief
Andrea Bocelli’s path has been shaped by unwavering faith — from his earliest professional steps to the world’s most prestigious stages. His career is defined by the courage to transcend perceived limits and challenge assumptions about what is possible.
Similarly, PMI’s transformation mirrors this structure: driven by early strategic decisions, sustained commitment, and the discipline required to deliver lasting change. Today, that transformation is tangible — smoke-free products now account for 43% of PMI’s net revenues and are available in 108 markets worldwide.
Leadership Voices
“We committed to transforming our business with better alternatives because it was the right thing to do — and because we could,” said Massimo Andolina, President of PMI’s Europe Region. “Today, in Venice, we launch our partnership with Andrea Bocelli to highlight what technology and innovation can achieve — not as a distant possibility, but as today’s reality.”
Andrea Bocelli added: “I’ve always believed in staying true to one’s values and embracing every stage of the journey — learning from it all. We must consider even the seemingly impossible as achievable, whenever it contributes to improving people’s lives and advancing humanity.”