What inspired Holsten to bring a global figure like Georgina Rodriguez into a locally rooted campaign?
At Holsten, we’re on a journey to elevate the brand and reinforce its premium positioning within the malt beverage category — particularly in a market like Saudi Arabia, where consumers are increasingly seeking brands that combine quality with lifestyle appeal. Georgina Rodríguez was a natural choice to help bring this to life. She embodies confidence, elegance, and individuality — qualities that align with Holsten’s evolving image. What makes her even more powerful in this role is her strong cultural resonance in the region. She’s not just globally famous — she’s admired locally for her poise, relatability, and connection to the Middle East. By pairing her with a light-hearted, hyper-local storyline, we were able to tap into her celebrity appeal in a way that feels both premium and authentically rooted in the Saudi context.
Beyond visibility, how does Holsten ensure that international ambassadors authentically represent local stories and values?
We grounded the entire campaign in a local storyline — from the neighbourhood setting in Riyadh, to the familiar characters and the playful rumour-driven narrative. Georgina isn’t portrayed as a distant celebrity — she’s seen through the eyes of the community, which gives the campaign emotional accessibility. We also shot the campaign entirely in Saudi Arabia and partnered with a local cast and crew to make sure the storytelling felt organic, not imported. It’s a campaign built in the region, for the region — Georgina was the spark, but the heart of the story is local.
How do you strike a balance between global appeal and regional relevance in your marketing strategy?
It starts with understanding what really matters to our audience. We’re seeing a cultural shift in Saudi Arabia — there’s a growing appetite for premium, expressive, and lifestyle-oriented brands. But we also know that relatability and cultural nuance are key. Our strategy with Holsten is to elevate the brand without losing its down-to-earth appeal. That means blending international cues like celebrity partnerships with hyper-local storytelling, visual language, and humour. It’s not about choosing between global and local — it’s about integrating both in a way that feels seamless and fresh
Can you share any insights on how local audiences have responded to the campaign, particularly with the inclusion of a global figure like Georgina?
The response has been fantastic. In just the first week, we surpassed 30 million views across social media, with very positive sentiment. What’s particularly exciting is how organically the campaign has gained traction — people are quoting the storyline, engaging with the character of Rajeev, and are celebrating Georgina’s surprise cameo. There’s a sense of joy and cultural pride in seeing a campaign of this calibre rooted in local reality. It’s also sparked buzz across Saudi media and lifestyle outlets, and we’re seeing people embrace the tagline “Treat Yourself with a Holsten” as part of their everyday moments.
What impact have you seen from audiences, specifically males, in the region particularly positioning Holsten as a female-centric drink?
That’s a great question — and part of what makes this campaign powerful. While Georgina helps us connect with female audiences, we’ve been very intentional in making Holsten a drink for everyone. The humour, the setting, and the storytelling are gender-neutral, and male engagement on our campaign assets has been very strong. Rajeev’s character has even started trending on social media, showing how male viewers are leaning into the narrative. We’re not positioning Holsten as a female-exclusive brand — rather, we’re opening up the category to feel more inclusive, emotional, and lifestyle-driven, without alienating our core consumers.
