Can you explain the connection between Holsten and Saudi National Day?
Saudi National Day is such an important cultural moment, it’s about celebration, pride, and coming together. Holsten, as a brand, is all about treating yourself and enjoying those special moments in life. So the connection was really about positioning Holsten as part of that celebration, giving people a refreshing companion to enjoy while they’re out with family and friends. By being present in Riyadh Boulevard during National Day, we weren’t just running a campaign, we were part of the occasion itself.
Neither Georgina Rodriguez nor Rajeef from the Bakala are Saudi, yet they are front and center in the celebrations, can you explain?
That’s a great question. Georgina and Rajeev both represent different dimensions of Holsten’s personality and storytelling. Georgina brings international glamour, aspiration, and the idea of treating yourself, while Rajeev and the Bakala characters are about local humor, everyday life, and relatability. Even though neither is Saudi, together they connect with audiences in a way that feels very current and culturally relevant, mixing aspiration with entertainment. It was less about nationality and more about creating touchpoints that the audience enjoys and engages with during a moment of celebration
What did think of the feedback and reverberations linking Holsten to the Saudi National Day?
The feedback was overwhelmingly positive. People appreciated that Holsten showed up in such a big way during the celebrations, and it really helped cement the brand as part of the moment. What stood out was the organic engagement, from people sharing photos at the pop-up to influencers amplifying the experience, it showed us that consumers weren’t just passive, they wanted to actively associate Holsten with their National Day memories. That kind of resonance is very powerful for a brand
Also there was the very impressive Riyadh Boulevard pop-up. How did this come to life, and again what is the connection to Saudi National Day?
The pop-up was designed as a way to bring the Georgina x Holsten campaign into the real world. Riyadh Boulevard was the natural choice because it’s at the heart of National Day celebrations, with massive footfall and incredible energy. Over three days, the activation gave us a platform to distribute more than 21,000 bottles, dominate over 80 digital screens, and engage directly with over 75,000 visitors. The connection to Saudi National Day was simple, we weren’t just advertising around the holiday, we were embedded within it, celebrating side by side with consumers.
