Saudis gather to see Georgina Rodríguez ‘treat herself' to a Holsten at Rajeev's baqala

Campaign ME

5 hours ago

Premium malt beverage Holsten has partnered with Georgina Rodríguez – an international social media celebrity, style icon, model and entrepreneur – for its latest campaign titled Georgina's Favourite Treat centred around the tagline 'Treat Yourself with a Holsten'.
The multi-platform campaign, designed specifically for Saudi Arabia with deep cultural relevance and local consumer insight, is being rolled out across content streaming platform Shahid, social media channels such as Meta and TikTok, cinemas, as well as outdoor advertisements.
Brought to life M+C Saatchi Group Middle East, Dentsu and BOHO Films, and shot entirely in Saudi Arabia, the campaign takes a hyper-local and humorous approach with a playful storyline. Set in a neighbourhood baqala run by 'Rajeev' that sells Holsten, the hero video plays up a rumour that Rodríguez visits the baqala every Monday to pick up her 'favourite treat' — a bottle of Holsten.
The rumour spreads across Riyadh — through living rooms, office breakrooms, social gatherings and group chats — humorously tapping into the power of word-of-mouth, anticipation and celebrity fandom until it all culminates in a surprise appearance by Rodríguez.
In conversation with Campaign Middle East, Dorothea Drew, Marketing Manager MEA – Carlsberg Group, said, 'Humour and hyper-localisation were deliberate choices to connect authentically with our Saudi audience. The playful, light-hearted tone made the campaign feel approachable and shareable, enhancing engagement across social channels.'
Drew added, 'Hyper-localisation — for example, the convenience store setting and the subtle cultural cues — ensured that the content felt native to Saudi daily life. Pairing this with Georgina, a global icon, created a balance between aspirational star power and everyday relatability helping us stand out in a highly competitive beverage market.'
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 primarily targeted young adults (Gen Z and millennials) in Saudi Arabia who seek brands that bring a sense of reward to their daily lives.
Discussing the goals of the campaign, Drew said, 'This campaign set out to strengthen Holsten's brand image and premium positioning in Saudi Arabia, while building relevance among younger adult consumers. Through culturally resonant storytelling and the aspirational presence of Georgina, we aimed to create emotional connection, drive brand consideration and recruit new consumers into the malt category.'
'Our key objective was to reinforce Holsten's position as a bold, refreshing and premium choice that invites consumers to reward themselves in their daily lives — perfectly captured by our tagline, 'Treat yourself with a Holsten',' she added.
Explaining why Rodríguez was the perfect fit for the campaign, the Holsten marketing team revealed, that she:
Resonates across genders — admired for her authenticity, family values and aspirational lifestyle. Brings instant star power, helping cut through the noise while staying relevant to a broad Saudi audience. Elevated the campaign's credibility and visibility, making Holsten feel both premium and approachable.
'I had so much fun working on this campaign,' said Georgina Rodríguez. 'It's playful, unexpected, and has that perfect local energy. Holsten is all about celebrating the little wins — and I love that message. Sometimes, the best part of the day is just treating yourself.'
The success of the campaign is being measured through brand health uplift, media reach and engagement, sales impact and earned media coverage, including influencer buzz and PR.
Client:
Carlsberg Group
Dorothea Drews – Marketing Manager MEA at Carlsberg Group
Sally Shin – Brand Manager at Carlsberg Group
Olivia Wiklund – International Commercial Graduate
Agencies:
M+C Saatchi Group Middle East
Ryan Reed – Chief Creative Officer
Natalie Cooke Tombs, Group Managing Director
Dario Albuquerque – Executive Creative Director
Mark Haycock, Head of Strategy
Bilel Labjaoui – Creative Director
Tom Norton – Creative Director
Jarrad Pitts – Creative Director
Zainab Yasseen – Senior Creative
Mahmoud Gahallah – Senior Creative
Ahmed Mansour – Art Director
Ahmed Bahaa – Copywriter
Rasha Lambe, Business Lead
Katie Dumbrell, Account Director
Seran Dilshan, Account executive
Ahmed Magdy, Social Media Executive
Ananda Swanepoel, Head of Production
Stella Violla, Producer
Jose Romualdez, Senior Editor
Rami Al Ekhlasi, Animator
Rashmi Jeetendra – Head of PR
Alaa Salameh – PR Account Director
Sydney Miranda – PR Account Manager
Renad Nahfawi – PR Account Executive
Dentsu
Claire Peach, Media Director
Aya Daher, Media Manager
Elissa Khalil, Senior Performance Executive
Anji Toutounji, Media Planning Executive
Boho Films
Vania Aoun, Executive Producer
Samah Obeid, Line Producer