Procter & Gamble's Pantene brand yesterday announced the launch of a new marketing campaign featuring UFC fighter Ronda Rousey that will appear across TV, digital and print advertising, as well as PR and social media platforms. The new creative features Rousey articulating the phrase, "Don't Hate Me Because I'm Strong," a play on Pantene's "Don't Hate Me Because I'm Beautiful" campaign from the '80s (Pantene). Grey Global Group, N.Y., developed the campaign, and agency Creative Dir Joanna Carver said, "This line ... with what (Rousey) has been up against her whole life, all the criticism that she faces but she keeps getting back up again and again and again, it just felt so right for her." ADWEEK's Kristina Monllos noted the "work is reminiscent" of Under Armour's '14 campaign with supermodel Gisele Bündchen, in that it "takes a woman famous for one thing and shows her excelling at something else, subverting the viewer's expectations -- as well as directly addressing her critics." Rousey "joins brand ambassadors" singers Selena Gomez and Jillian Hervey (ADWEEK.com, 12/7). Rousey promoted the partnership last night on TBS' "Conan," saying she was drawn to the "new direction" Pantene is heading. Rousey: "The whole ‘Strong is Beautiful’ slogan is something I really identify with, and I really feel like it's representative of real social change that is happening. I want to be part of it” (“Conan,” TBS, 12/7).
