Global Topic: “Panasonic is my choice”—First-ever celebrity endorsed campaign in Saudi Arabia

Jeddah, Saudi Arabia – As part of Panasonic Marketing Middle East & Africa (PMMAF)’s mission to strengthen Panasonic’s brand presence and emotional connection with consumers, it launched “Panasonic is my choice”—the first-ever campaign that surfs on celebrity endorsement in Saudi Arabia. This initiative marks a shift toward lifestyle storytelling that reflects local values and emotions, reinforcing Panasonic’s image as a premium Japanese brand built on trust, craftsmanship, and innovation.

The campaign represents a new era for Panasonic in the Middle East—moving from showcasing products to celebrating the meaning behind them. By highlighting reliability, timeless quality, and emotional relevance, it humanizes the brand and strengthens consumer relationships. “Panasonic is my choice” builds long-term brand equity and demonstrates that Panasonic is both a symbol of Japanese innovation and an integral part of everyday life.

The campaign’s goal is to increase top-of-mind awareness and reinforce Panasonic’s premium Japanese identity in KSA. Through an emotional narrative, it positions the brand as a trusted partner in daily life—dependable, elegant, and innovative. Arabic-language storytelling across TikTok, Snapchat, Instagram, YouTube, and Facebook ensured high engagement and cultural relevance, supporting the brand’s broader strategy of driving awareness. 

At the heart of the campaign is a celebrity, a popular Arab TV presenter, admired for her authenticity and strong connection with Saudi women and families. Portrayed as the modern Saudi woman—confident, family-oriented, and quality-driven—she shares why Panasonic reflects her own values of trust, refinement, and reliability. With over 7 million combined followers, her credibility and influence effectively connect the brand with millennial and Gen Z audiences.

Watch the video here https://www.youtube.com/watch?v=BlaGNd5xUo0

The 1-month campaign reached 4.6 million people and achieved 4 million video views, including 6.7 million additional views on TikTok. These outcomes highlight the strength of the emotional, Arabic-first narrative and the effectiveness of the platform strategy in resonating with Saudi consumers.

Following this success, Wave 2 is planned for Ramadan 2026, a season aligned with Panasonic’s themes of family and gratitude. Building on the emotional foundation of this campaign, PMMAF aims to deepen engagement and continue transforming Panasonic from a brand trusted for quality to one loved for the values it represents. In parallel, more joint-plans with PMMAF are lined up for Product campaigns relevant for the same season.