Ploom X increasingly the star of the most exclusive events: a truly unique event in Rome to celebrate the arrival of the JTI device nationwide

The link between Ploom X and the "coolest" events of the Italian nightlife is strengthened. Last night in Rome inside the exclusive location of Via Tiburtina Studios was held the big event organized by JTI in collaboration with Post Office and dedicated to all Ploom X consumers, to celebrate the arrival of the device throughout the country.

The choice of the location, among the best known of the capital's nightlife, testifies to the strong connection Ploom X has with the music and art world within our country.

Ploom X, in fact, made its debut within the European market last April right from Italy, starting since then a path marked by an excellent reception by consumers and the participation of the brand in numerous initiatives related to the world of culture, which have attested the Ploom brand as an iconic player of some of the most exclusive moments of art, fashion and music within the
country.

In recent months, in fact, Ploom X has been a partner in some of the most anticipated events of Milan Fashion Week and important music events such as the Club To Club Festival in Turin.

Ploom X was also a sponsor of the Milan Fashion Film Festival, awarding the prize for Best Experimental Fashion Film and supported the creation of Oltremare, the light work by internationally renowned artist Massimo Uberti.

Many occasions between music, fashion and culture, where the brand has been a protagonist, strengthening a special bond.

The event in Rome in collaboration with Post Office, which reaffirmed this synergy with a look at technology and innovation, was attended by more than 2,000 people, who celebrated to the notes of Kungs - internationally renowned DJ and producer - in a setting in line with the features of the device imagined to bring the heated tobacco experience into the future.

"Here in Italy we began a journey a few months ago," commented Didier Ellena, president and CEO of JTI Italy, "a journey that has given us day after day increasingly encouraging results, such that we can define our debut with Ploom X within the country as a real success. For this reason we felt it was our duty to celebrate the arrival of the device throughout the country with a big event dedicated to our consumers, to thank them for the reception given to the device over these months. We are well aware that the
heated tobacco market is very competitive, but the knowledge that we have created a product of the highest quality makes us look to the future with confidence and high expectations."

Ploom X, in fact, is a device that makes quality of experience its defining characteristic: the result of years of investment, research and development, the device guarantees an even nicotine release and intense aroma from start to finish, offering unlimited 5-minute puff sessions; the device is designed to heat tobacco while minimizing the smell of smoke; and with a full refill cycle, it can offer up to 23 sessions of use.

Arriving on the market in three different colors-Silver, Black and Champagne-Ploom X can then be further customized with a wide range of covers and accessories so as to best suit the user's tastes.

"It is precisely thanks to its innovative features that Ploom X is enjoying great success in the market and among consumers," explained Marco Lalos, Marketing Director of JTI Italy, "a reception that allows us to say that 2024 will also be a pivotal year for the Ploom brand. Not only because of the excellent sales prospects, but also because it will be the year of launch of many new initiatives related to the brand, which will aim to further link Ploom to the world of fashion, music and design. A journey that has already begun this year and that has led many consumers to discover our device and its distinctive features."

The nationwide arrival of Ploom X marks the opening of a new page for JTI within the country, and further ties the company to Italy, which has always been one of the most relevant countries for the company internationally.

In fact, for more than 10 years JTI has been increasingly investing internally in the Italian tobacco industry, also supporting numerous initiatives within the country to improve the environmental, social and economic sustainability of the territories in which it operates, with a keen eye on the communities that inhabit them.

"Italy is the country where the two pillars of our corporate mission best come together," indeed concluded Lorenzo Fronteddu, Corporate Affairs and Communications Director of JTI Italia."JTI's goal is as simple as it is concrete: to offer 'truly unique' moments to our consumers and at the same time commit ourselves to creating a 'better future' in the communities where we operate. That is why JTI promotes numerous initiatives, united by one word: sustainability. In Italy, we have successfully invested and continue to invest, we have developed a solid bond with the territories and helped grow their agricultural and business fabric. In this country, we have written a piece of our history, and now we are ready to look to the future: Ploom X is in effect a fundamental part of that future, and its arrival throughout the country inaugurates a new chapter for our company in Italy."