IQOS and ZAMNA bring smoke-free music experiences to Madrid

The collaboration between IQOS and ZAMNA has arrived in Madrid, marking a new chapter for the partnership that integrates electronic music, technology, and smoke-free environments. The event, held from September 10 to 12, follows a global tour that has included stops in Latin America, Asia, the Middle East, and Europe since the partnership's inception in late 2025.

Oggie Kapetanovic, President of Heated Tobacco Products at Philip Morris International (PMI), noted that while trust forms the foundation of a brand, it is the consumer experience that builds long-term loyalty. The initiative aims to reflect changing adult consumer habits by offering alternatives to traditional cigarette consumption within cultural and leisure settings.

Diego Rodríguez-Toquero, Global Partnerships Director at ZAMNA, observed a visible shift in attendee behavior, stating that compared to previous years, there are significantly fewer people smoking at these events in favor of alternatives like IQOS. The Madrid stop serves as a key point for demonstrating how smoke-free alternatives can be integrated into mainstream musical and social experiences.