Ploom, the brand known for its tobacco heating devices by JTI, is making a notable presence at the iconic Sanremo Music Festival. During this pivotal week celebrating Italian music, Ploom aims to engage adult consumers through a series of unique experiences. The highlight of these activities will be an exclusive meet and greet with Fedez, one of the festival's most anticipated guests. This event is designed to foster community among Ploom's adult users, offering them a chance to connect with a key figure in contemporary Italian music.

The choice of Fedez as a featured artist aligns with Ploom's ongoing strategy of engaging with the realms of music and creativity, reflecting modern and refined lifestyle attributes that the brand represents. The meet and greet will be held at the scenic Bagni Tahiti, providing an authentic and immersive environment for participants. Such events not only enhance user experience but also reinforce Ploom's commitment to integrating with cultural moments that resonate with their target audience.

Through this initiative, Ploom is reinforcing its brand positioning within key cultural contexts, particularly in a setting as iconic as the Sanremo Festival. This approach not only celebrates the music but also strengthens the bond between the brand and the musical community, emphasizing Ploom's role as a promoter of contemporary lifestyle and creative expression.