From not wanting to try new cooking for fear of displeasing her husband, to the anxiety related to pursuing of a professional career, Saudi women lack the confidence to do the things that they truly want to do; believing that they are limited in their achievements.

MAGGI respectfully disagrees, and believes that every woman is a force for change.

MAGGI Diaries is about celebrating Arab women who have defied the status quo, and improved, not only their own lives, but their communities as well. In every episode, MAGGI ambassadors travel across the region to meet these real, exceptional women fighting for positive changes within the region.

MAGGI Diaries calls for all women to realize the power within, to overcome the challenges and obstacles before them, and ultimately become #WomenOfChange.

Each of these inspiring women has a story that deserves to be told. To achieve this goal, we represented each of these women as the true modern-day heroines for female empowerment in the Middle East.

Portraying the real-life stories of three MAGGI Diaries ambassadors, the #WomenOfChange Graphic Novel illustrates the trials, and tribulations each woman has faced, ultimately becoming the woman that stands before you today – a woman of change.

Teaser ads inspired by modern-day cinema posters were used to generate hype for Season 3, graphically portraying each woman’s story through beautifully crafted murals. Following the posters, the #WomenOfChange Graphic Novel was launched at the region’s foremost arts hub, where free copies were distributed to the public. To gain further support, we issued free copies to various public figures, and influencers around the GCC - from women’s rights activists to bloggers – significantly increasing our sphere of influence.

By giving a voice to the courageous women pushing for change in the Middle East, and portraying them as the modern-day heroines of their communities, MAGGI Diaries developed an original, and impactful way of elevating the battle for female empowerment in the region.

While quantitative results for the #WomenOfChange Graphic Novel continue to filter in, the initial feedback from our audience has been overwhelmingly positive; while the marketing results continue to exceed the expectations:

Market Share Growth:

o Saudi Arabia: 75.5% to 83%*

o Kuwait: 76% to 96%*

o UAE: 78% to 80% (Jan 2016 v. July 2016)

*(April/May 2015 v. June/July 2016)

Brand loyalty increased from 75% to 81%*

• Agreement increased for:

o “Helps me contribute to a better life” – from 68% to 80%*

o “Helps me make a difference in my loved ones lives through everyday cooking” – from 71% to 83%*

* Saudi, Jun/Jul 2015 v. May 2016