Philip Morris sponsors Andrea Bocelli with “Believe. Further.”
Philip Morris International is sponsoring Andrea Bocelli’s anniversary concert in Tuscany under the slogan “Believe. Further." The partnership celebrates "self-expression" and connects a community of over 35 million IQOS users who, according to PMI, have switched from cigarettes.
Addiction specialist Robert van de Graaf recognizes the same pattern here as in traditional cigarette advertising: the nicotine remains, only the narrative of freedom and hope changes. Through culture and emotion, a tobacco manufacturer is once again linking belief and desire to an addictive product.
