Mixed Martial Arts are big. How big? Worldwide the sport has 300 million fans, more than Major League Baseball. And when New York ended their 19 year ban against the sport last April, Ronda stood next to Governor Cuomo when the announcement was made. (Reinsmith, 2013)
But how many American women actually watch and who are they? Data shows that ~27% of MMA fans are female. 41% of those are minorities. Viewers are 18% more likely to be Hispanic and 40% more likely to be African-American. 53% of them are 18-34. (2012)
Does this sound like a good target for Pantene? Parent company P&G has been shedding brands and cutting costs to restore profitability, but as near as I can tell Pantene sales were flat this year. Their annual report says they are interested in growing users.
But I can't help thinking that Selena Gomez, their 2015 spokesperson was a better choice since Latinas are more likely than the general population to spend on hair care, and are responsible for 16% of sales. Oh, and she has 120 million social media followers. (Romero, 2015)
Here's a look at the commercial. "The tagline is: Don't hate me because I am strong."
So what do you think? Are there enough Ronda fans in the US to make this campaign a success? What about you? Does it make you want to buy Pantene?
Reinsmith, T. (2013, October 15) Worldwide, MMA is bigger than MLB. bloodyelbow.com. retrieved December 18, 2016, from
(2012, November 16) UFC 154 Audience Demographics. scarborough.com. Retrieved December 8, 2016, from
Romero, A. (2015, June 15) Selena Gomez Named New Pantene Spokesperson. billboard.com. Retrieved December 8, 2016, from