How Coca-Cola reinvented Santa Claus and turned him into a Superstar
If you think Santa Claus has always been the plump, red-suited charmer we know today, think again. Before Coca-Cola got involved, Santa was a bit of a wildcard—sometimes a skinny guy in a bishop’s robe, sometimes an elf-sized fellow wearing green. One thing’s certain: he wasn’t the jolly icon we now associate with Christmas cheer. But in the 1930s, Coca-Cola decided Santa needed a glow-up, and yes, did they deliver.
Before the Makeover: Santa’s Fashion Faux Pas
Let’s rewind to Santa pre-Coca-Cola. He was gifted in the generosity department, but his looks varied tremendously. Depending on who drew him, Santa could be anything from a tall, regal figure in flowing robes to a gnome-like dude who looked like he might raid your pantry. The colours of his outfits were all over the spectrum: A mishmash of greens, browns, or reds. Not until Coca-Cola came along did Santa’s fashion game get some serious wardrobe turnover.
Sinterclaes or Sinterklaas, based on St. Nicholas of Myra, is an early version of Santa Claus that bears many similarities to the figure we know today. (Source: Aloxe via Wikimedia Commons)
Enter Coca-Cola: The Stylist Santa Deserved
In 1931, Coca-Cola decided winter soda sales needed a boost, so they tasked Haddon Sundblom, a Michigan-born illustrator, to create a Santa that would warm hearts (and soda bottles). Inspired by Clement Clarke Moore’s poem “’Twas the Night Before Christmas” and images of Saint Nicholas Sundblom dressed him head-to-toe in Coca-Cola red, complete with a fur-trimmed coat and hat. He also gave him a friendly dad bod, twinkling eyes, and the energy of a guy who had drank lots of Coke.
Haddon Sundblom with his granddaughter and his revamped Santa Claus (Source: Coca-Cola)
This revamped Santa became a marketing phenomenon. Sundblom’s cheerful Santa appeared in magazines, posters, and store displays. He wasn’t just handing out presents anymore; he was toasting a Coca-Cola bottle, chilling by the fireplace, and giving off vibes for major holiday goals. Suddenly, Cola-Cola launched this red-and-white Santa into stardom.
Santa Claus: Coca-Cola’s Household Name
Thanks to Coca-Cola, Santa’s new look went viral in the 1930s. His red suit, round belly, and larger-than-life personality became so iconic that other brands and media hopped on the bandwagon. Everyone wanted a piece of Coca-Cola’s Santa, from holiday movies to Christmas cards.
Coca-Cola 1931 Christmas print ad (Source: Coca-Cola)
Indeed, Coca-Cola didn’t invent Santa Claus, but they gave him the re-branding of a lifetime. The Santa we know today—cheerful, cuddly, and undeniably on-brand—directly results from their efforts. If you’ve ever wondered why Santa and Coca-Cola feel inseparable, they created the most effective influencer collaboration of the 20th century.
Reference: https://www.coca-colacompany.com/about-us/history/haddon-sundblom-and-the-coca-cola-santas
About the Author
Bert Nguyen is a Copywriter with Flynde, a global company specializing in translation solutions for businesses of all sizes.
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