Georgina Rodríguez — international celebrity and style icon, and one of the most followed women in the world — is the new face of Holsten in Saudi Arabia. Her latest collaboration with the premium malt beverage Holsten blends effortless glamour with a playful twist on everyday indulgence.
The campaign — themed “Treat Yourself with a Holsten” — celebrates the joy of everyday indulgence and positions Holsten as the go-to refreshment for life’s well-deserved moments.
The multi-platform campaign is supported by a playful hero film that’s set to captivate the brand’s target audiences. Shot entirely in the Kingdom, Holsten’s campaign centres around a playful storyline. It all begins with a rumour: Georgina Rodríguez has been spotted visiting a neighbourhood baqala every Monday to pick up her favourite treat — a bottle of Holsten. As the rumour spreads across Riyadh — through living rooms, office breakrooms, social gatherings, and group chats. The campaign humorously taps into the power of word-of-mouth, anticipation, and celebrity fandom — all culminating in a surprise appearance by Georgina herself.
The campaign is anchored by a bold, audience-first strategy that taps into Saudi Arabia’s shifting lifestyle landscape — where premium choices, self-expression, and light-hearted entertainment increasingly define youth culture. The campaign leverages Georgina Rodríguez’s unique persona, which effortlessly bridges global aspiration with emotional accessibility, making her an ideal fit for Holsten’s positioning – to offer a premium, flavourful treat for everyday accomplishments.
The campaign will roll out across Shahid, TikTok, META, cinemas, and OOH — making Georgina’s Holsten moment truly unmissable.
