Carlsberg has recruited Argentine model & entrepreneur Georgina Rodríguez to front a campaign for its Holsten brand in Saudi Arabia.
The German beer, which is available as a non-alcoholic malt beverage in a range of fruit flavours in the market, is the subject of a multi-asset activation that breaks this week. ‘Treat Yourself with a Holsten’ centres around an ad featuring Rodríguez that will air in movie theatres across Saudi Arabia.
The 0:55-second spot will be supported by digital, social media, out-of-home and print elements.
In results from the first three months of this year, announced in late April, Carlsberg booked a 1.5% decline in sales compared to the corresponding period in 2024. The group is scheduled to report its half-year numbers on 14 August.
