the IQOS x ZAMNA in Madrid: A World United through Music

Have you ever wondered what happens when two global brands meet through music? In Madrid, IQOS and ZAMNA found an answer that went beyond the traditional norm. With Black Coffee and many other music artists taking the stage, the collaboration turned into a shared experience where music, energy and community came together naturally.

That sense of co-creation was at the heart of the experience, and as Alina Igritskaya, Director of Brand Marketing, Heat Not Burn at Philip Morris International, explained, the idea was about “co-creating, not imposing.” Two brands with different identities came together through a common interest in culture, creativity and new game-changing ways of bringing people together.

This philosophy was seen in the atmosphere even when the night was, first and foremost, about music. ZAMNA’s immersive approach created a space where people could move, discover and simply enjoy the moment. The Dj’s brought their own energy to the experience, while the setting allowed the audience to engage with the collaboration in different ways, without feeling that it was being forced upon them and that is exactly what made the partnership feel different. The collaboration was built around the idea of creating an experience. 

For IQOS, that distinction matters. It’s what makes it unforgettable; The brand is looking beyond simply building a following. The aim is to create a community and bring people into an ecosystem through experiences that feel relevant to their interests and lifestyles and music naturally offers that opportunity. It brings people together without requiring much explanation. You can be there for the artist, the atmosphere, the experience, the people around you, or simply the feeling of being part of something great. Everyone can experience the same event differently, while still sharing the same moment.

That sense of inclusion was an important part of the IQOS x ZAMNA experience. When people feel comfortable participating in their own way, the experience becomes more personal—and, in turn, more memorable.

Speaking about the collaboration, Oggie Kapetanovic, President, Heat Not Burn (HnB) Category at PMI, highlighted the importance of creating a positive environment, noting that “the environment around consumers can influence the way they engage with and experience the brand during a festival. When the consumer is having a positive experience where he feels included, the outcome will be positive.” 

For PMI, that means being thoughtful about the partners it chooses. The collaboration with ZAMNA was not built simply around the hype of a major music event. It was about finding a partner with which IQOS could create something meaningful and relevant, while allowing both brands to bring something of their own to the experience.

Madrid was another chapter in that story where both IQOS and ZAMNA showed how two global brands can come together without overshadowing one another. Because sometimes the most memorable brand experiences are the ones that feel like a night you were simply happy to be part of.