Coca-Cola commissioned artist Haddon Sundblom to create a series of illustrations featuring Santa Claus for their holiday advertisements. Sundblom’s portrayal of Santa as a plump, cheerful man with a white beard and a red-and-white suit became instantly recognizable and remains the dominant image of Santa today.
Before Coca-Cola’s campaigns, Santa Claus was depicted in various ways, often as a thin, elf-like figure or wearing robes of different colors. Sundblom was inspired by Clement Clarke Moore’s 1823 poem “A Visit from St. Nicholas” and by a friend who modeled for the illustrations. His Santa was approachable, joyful, and human-like, frequently shown enjoying Coca-Cola in cozy, festive settings.
These advertisements first appeared in 1931 and continued for decades, appearing in magazines such as The Saturday Evening Post and National Geographic. They were instrumental in solidifying the connection between Santa Claus and Christmas cheer.
Coca-Cola’s marketing campaigns didn’t invent Santa Claus, but they standardized his image and closely tied him to the holiday season, making their version of Santa a timeless symbol of Christmas worldwide.
*Editors note: This feature story originally appeared on FloridaDaily.com and was republished with permission.
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