Coca-Cola made Santa fat and red. That's the implication of SodaStream's latest campaign. The brand wants to slim him down, back to his lean, green folklore origins – and sell a whole bunch of SodaStreams in the process.
The holiday campaign for the home carbonation system is called 'Green Santa' – or #GreenSanta, as the kids say – and the goal is to return Father Nick to the Father Fit of yore, by weaning him on to "better-for-you" home carbonated beverages.
The social media initiative, which will "showcase [Santa's] transformation as he takes on a health and fitness regime" will run across SodaStream's Facebook, Twitter and Pinterest channels.
SodaStream chief marketing officer Ilan Nacasch said: "While Christmas is a time of indulgence, through Santa’s journey we want to show consumers that they can enjoy the holidays and indulge, while still following a healthy lifestyle.
"By using SodaStream, families can enjoy soft drinks with no high-fructose corn syrup and up to two thirds less sugar and calories than that of pre-packaged alternatives. It's a great way to help them kick start their health and fitness regime for the New Year.
"Coca-Cola takes particular pride in having helped shape the image of Santa, and tell this story on their corporate website. At SodaStream, we take pride in enabling people to live a healthier lifestyle and enjoy a healthier planet."
The global campaign was created by digital agency 1000heads with PR by Luchford APM and Access PR locally. SodaStream recently launched a series of ads via Ten Generate, one of which flagged the ability for parents to control what actually goes into fizzy drinks, and flagged a significant above-the-line push over the next 18 months.
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