Philip Morris International and Maestro Andrea Bocelli Present “Believe. Further”
Philip Morris International launched 'Believe. Further,' a multi-year dialogue platform in partnership with tenor Andrea Bocelli, aimed at engaging audiences on progress and positive change. The launch in Venice serves as a branding vehicle to reinforce PMI's narrative of transformation, highlighting that smoke-free products now account for 43% of net revenues and reach over 105 markets.
Key figures
- Smoke free users
- 43 million
- Smoke free markets
- 105
- Cumulative investment
- $16 billion
- Smoke free revenue share
- 43%
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