A casual sighting that went viral in Saudi Arabia has been transformed into an immersive brand experience. Georgina Rodríguez, global influencer and partner of football star Cristiano Ronaldo, is teaming up with Holsten to recreate the now-famous “bakala moment” at Riyadh Boulevard.
The three-day pop-up, running from 22–24 September, will replicate the neighborhood store setting where Rodríguez was photographed with a bottle of Holsten earlier this year, sparking widespread online chatter. The activation, dubbed Rajeev’s Bakala, blends humor, culture, and curiosity while celebrating the Kingdom’s evolving pop culture scene.
Visitors will find limited-edition Georgina × Holsten merchandise, including exclusive T-shirts available only while stocks last. The experience will also feature complimentary Holsten samples, adding a fun and interactive touch for fans who want to relive the viral moment in person.
While organizers remain quiet on whether Rodríguez herself will make an appearance, anticipation is running high, adding to the buzz surrounding the event.
The campaign underscores how quickly viral moments can be transformed into branded cultural experiences in Saudi Arabia, reflecting both the Kingdom’s growing appetite for lifestyle activations and the influence of international celebrities on local trends.
