Coca-Cola's Commercialization of Santa Claus

Artist Sundblom's Influence on Modern Day Father Christmas

Nov 1, 2009

The Coca-Cola Company had major influence on the commercialization of jolly Saint Nick and created today's view of this celebrated holiday figure.

Today, greeting cards, figurines, toys, and Christmas decorations all depict Santa Claus the same way: jolly, white beard, and wearing a red suit. However, this image did not appear mainstream until 1931, when artist Haddon Sundblom created this iconic image of Santa Claus for a Coca-Cola advertisement. There have been numerous ideas about Santa, from his history to his appearance, but it was the Coke Company that transformed the way the public would view Santa for decades to come.

Religious Figure - Saint Nicholas

The idea of Santa Claus came from the religious figure Saint Nicholas, who was known for leaving gifts in the shoes and stockings of the poor. Although the first Puritans and Protestant reformers left honoring Saint Nicholas behind when founding the New World, it is believed that the Dutch brought Saint Nick to New Amsterdam, modern day Manhattan. Throughout the 18th and 19th centuries, Saint Nicholas gained popularity, his appearance changed numerous times, and Christmas traditions in America were beginning to form.

Thomas Nast - Civil War Political Cartoonist

Based on Washington Irving's poetry, Thomas Nast began to create black and white drawings of Saint Nicholas in the magazine Harper's Weekly. "These drawings established a rotund Santa with flowing beard, fur garments, and an omnipresent clay pipe," says the Saint Nicholas Center researchers. Nast continued to draw this religious figure until 1886 and had influence in establishing Saint Nick as the now known Santa Claus.

1931 Coca Cola Advertisement

Popular illustrators continued to portray Santa in numerous ways: fat, tall, skinny, elf-like, etc. The Coca Cola Company wished to encourage consumers to think of their product as a year-round drink choice, using the phrase "Thirst Knows No Season." Once artist Haddon Sundblom illustrated his version of Santa Claus for this 1931 Coke advertisement, America's image of this plump and pleasant holiday character was permanently established.

Haddon Sundblom's Santa

Sundblom used Clement Clark Moore's 1822 poem, commonly referred to as "Twas the Night Before Christmas," for his inspiration. Sundblom's Santa appeared in a variety of forms, from magazine advertisements, billboards, plush dolls, and store displays. Coca-Cola advertising showed Santa Claus in the midst of delivering toys, pausing to read a letter and enjoy a Coke, and raiding the refrigerator at a number of homes in search of this popular soft drink.

The Coca Cola Santa Today

Sundblom continued to illustrate his vision of Santa until 1964 for use in Coca-Cola advertisements. It seems that despite the rich history of Saint Nicholas, the most well-known image and idea of Santa is the one created and popularized by the multi-million dollar corporation, Coke. Sundblom's artwork and vision is still used for advertisements today, including commercials, packaging, bottles, calendars, and more. The Coca-Cola Santa is well-loved by the public and will probably be around for decades more to come.

Saint Nicholas Center - Discovering the Truth About Santa Claus. Saint Nicholas and the Origin of Santa Claus. 2002-2009.

The copyright of the article Coca-Cola's Commercialization of Santa Claus in Advertising is owned by Terah Talley. Permission to republish Coca-Cola's Commercialization of Santa Claus in print or online must be granted by the author in writing.