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  • How are brands fighting gender stereotypes in Saudi Arabia?
  • How are brands fighting gender stereotypes in Saudi Arabia?
    Pepsi Arabia (2017) ©
CASE STUDY

Pepsi: inspiring Saudi women to take up sports

Gender equality is steadily improving in Saudi Arabia, but it's yet to impact sport – 73% of women in the country are physically inactive. Looking to challenge this status quo, Pepsi's latest advert for the region showcases successful female athletes, and encourages women to get exercising.

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