We all have our dreams! We achieve some…We grow out of some… And that choice is ours to make! But the choice is not so easy in a society were female ambition is not on top of the list.
Discouraged from entering the workforce for decades, women in their early 20s felt it was their duty to start a family. Leaving them with no alternative but to put their dreams on the back burner.
But in 2015, everyone’s dreams were about to come true! Activia was aiming to regain relevancy with the Saudi Woman, by shifting from the functional message “Cures Bloating” to the more emotional platform “Feel Free”. The perfect opportunity came when more and more women started entering the workforce.
And just like that: Now is Your time was born, an open invitation to the Saudi woman, to finally move past social pressures, and focus on herself.
