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
