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Campaign ME

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

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