Figure Skating
Procter & Gamble, one of the global partners of the Olympic Committee, announced today that Carolina Kostner and her mom Patrizia will be the spokesperson for the "Heart of Thanks, Mom," sponsored by P & G at the Olympic Winter Games Sochi 2014.
Wednesday 25 September 2013 7 minutes reading time
Carolina Kostner joins the large family of more than 40 athletes from Canada, France, Germany, Japan, Poland, Russia, South Korea, United Kingdom, United States, which P & G will support worldwide, including brands such as Gillette ®, Pantene ®, Head & Shoulders ®, Olay ® and others.
"Through our partnership with the Olympic movement, we intend to combine the mission of P & G to be close to the people by improving their quality of life, with the spirit of the Olympic Games to build a better world through sport - said Paola Aruta Communications Director of P & G -. Through our brands every day we take care of people in the world accompanying them in their daily living. Symbolically, today we want to be next to the athletes by supporting them on the journey to the Olympic Games in Sochi 2014. A process initiated together with their mothers when they were still children. This is the reason why, when a brand P & G claims an athlete, we also want to celebrate her mom with great passion and sacrifice helped him grow. "
"I think the initiative of P & G to take care of the mothers of athletes and, more generally, of mothers is important and unique in its kind - said Carolina Kostner, first in the world ranking, the current European champion, 2013, medal of silver in the 2013 world figure skating on ice (and world champion in 2012) - because very often we forget that the achievement of significant results also passes through other fundamental balances including the support of family and in it in the first place Mom has always unconditional supporter par excellence. "
The advertising campaign for P & G for the 2014 Sochi will be realized in practice thanks to the most important brands P & G, whose films revolve around the samples that make up the largest family of athletes P & G.
As part of the campaign of Heart Thanks, Mom for Sochi 2014, P & G will make a fitting tribute to mothers around the world with the video series titled "Growing an Olympic Athlete" showing the path of life world-class athletes seen through the eyes of their mothers.
Born in Bolzano in 1987, Carolina Kostner is among the star athletes of the video series "Growing an Olympic athlete." His path to the top of the world and Europeans and the Olympics is shown through the eyes of his mother, Patricia, who remembers how "Carolina has always loved ice skating since she was a little girl. And it is the love for what he does, who helped her to achieve brilliant results becoming an athlete among the most important in the world and still pushes to move forward along the road that she has been able to trace. "
As a whole, the series of video collects the stories of 28 great Olympic athletes from around the world, including, besides Carolina Kostner, Felix Neureuther (Olympic German, Alpine Skiing), Charles and Francois Hamelin (Canadian Olympic gold medals, Speed ​​Skating) and the U.S. Olympic Julie Chu (Olympic medalist and striker of the national team of USA women's ice hockey).
The videos showcase the daily lessons that all mothers teach their children, from toddlers to early failures, with all the unconditional love that every mother gives to her child.
"From Dash to Gillette and Oral B, our brands are always at the service of the mothers and families," says Paola Aruta. "When we look at the determination, commitment and courage that push an athlete to the Olympic Games, we can not forget the mother and through her family, which has contributed significantly to the kids, teaching them these values. That's why with our brands intend to celebrate the athletes, but also their mothers. "
The "Thank you, Mom," will be communicated through traditional media, social networks, and communication campaigns in-store. Also will include products decorated on the theme of the Olympic Games that will be distributed and marketed in more than 2 million points of sale around the world.
Social media engagement
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