Riyadh, Saudi Arabia – 25th June 2025 — Holsten Arabia, the premium non-alcoholic malt beverage brand, proudly announces Georgina Rodríguez — a global fashion icon as its new brand ambassador. The announcement comes alongside the launch of Holsten’s most ambitious campaign yet — “Treat Yourself with a Holsten” which celebrates the joy of everyday indulgence and positions Holsten as the go-to refreshment for life’s well-deserved moments.

The hero video is a cinematic, Saudi-set adventure that blends local storytelling with global star power. Marking a new era for the brand, the campaign combines sharp cultural relevance, Saudi-centric narratives, and the glamour of celebrity appeal. The film, shot entirely in the Kingdom, humorously follows a growing rumour where Georgina visits a local baqala every Monday to pick up her favourite treat – Holsten.

“Georgina Rodríguez is a celebrated figure whose influence goes beyond fame. While known for her style and global reach, she’s also forming a meaningful connection with the people and culture of Saudi Arabia. Her partnership with Holsten reflects shared values — confidence, authenticity, and celebrating everyday moments.” I really enjoyed working on the ‘Treat Yourself with a Holsten’ campaign — especially filming in local neighbourhoods and supermarkets. “There’s something special about connecting through the small but meaningful moments in everyday life. That’s what Holsten stands for — making the ordinary feel just a little more extraordinary.” – Georgina Rodriguez

The rollout spans Saudi Arabia’s most influential platforms — including Shahid, TikTok, Meta, national cinema screens, and a full OOH takeover across Riyadh and Jeddah — positioning Holsten front and centre in consumers’ daily lives.

This campaign is rooted in audience-first storytelling crafted around the Saudi Arabia’s changing social landscape, where elevated, flavourful choices are becoming a lifestyle essential. 

Strategic Highlights:

• Audience-first storytelling: Built on insight around Saudi’s evolving lifestyle habits and the role of light-hearted, locally resonant content.

• Aspirational yet relatable: Georgina’s persona bridges aspirational lifestyle with emotional accessibility — a perfect match for Holsten’s positioning.

• Cultural credibility: Filmed in Saudi Arabia, with a storyline rooted in regional humour and social dynamics.

• Holsten’s evolved brand promise: Premium flavour, sleek packaging, and a message of rewarding every day wins with better-for-you options.

A spokesperson from Holsten Arabia added: “Georgina reflects today’s Saudi audience — confident, connected, and proud of their everyday choices. Her presence gives Holsten a fresh relevance that feels both elevated and grounded.”

Campaign hashtag: #TreatYourselfWithHolsten