If home carbonation system seller SodaStreams would have its way, one of the icons of Christmas wouldn't be red, fat and jolly. They would rather have Santa Claus be known as a Green Santa who will help the company sell more of its system.
Reuters Competitors dressed as Santa Claus take part in the annual five kilometre Santa Dash in Liverpool, northern England December 4, 2011.
As part of its marketing strategy, SodaStream is even blaming popular soft drink brand Coca Cola for Santa's weight gain. To drive home that message, the company will show Jolly Saint Nick going through a health and fitness regime and acquiring a different physique.
The marketing campaign will largely be waged on social media such Facebook, Twitter and Pinterest channels.
Ilan Nacash, chief marketing officer of SodaStream, said, quoted by AdNews, "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 that that of pre-packaged alternatives. It's a great way to help them kick start their health and fitness regime for the New Year."
He said that while Coke takes pride in helping shape the image of Santa, SodaStream would enable consumers to live a healthier lifestyle and enjoy a healthier planet.