Ah, Santa Claus. The head instantly goes to cold Christmas time. The jolly gent with a penchant for chimney gymnastics, mince pies and a wardrobe so iconic that it puts Victoria Beckham to shame. He brings comfort and smiles. Few stories capture the magic of the holiday season quite like the transformation of Santa Claus into the jolly red‑suited icon that we know today. His appeal has crossed countries. In the cosy glow of winter evenings, as we gather around mulled wine and mince pies, one character remains ever‐present – Santa Claus. He is the most crucial part of xmas because gifts come with him.
But here’s a fizzy little secret – that cherry-red coat and snowy-white trim you associate with Father Christmas was invented by someone? His entire appearance was designed by his inventor but marketed by a company. Did you know that the jolly, red-clad figure we all cherish today owes much of his modern look to a series of ingenious Coca-Cola advertisements launched in 1931? Thanks to them for making the Santa Claus a beloved figure. Picture this – It’s 1931. Things are way laid back unlike today. The world is reeling from the Great Depression, Prohibition is in full swing in the U.S. and a plump man in a red suit is about to become the ultimate marketing tool. At a time when people's purchasing power was crippled, the genius of marketing took over. You can thank Coca-Cola’s 1931 marketing blitz for that. But don't get it wrong. No, Coca-Cola didn’t ‘invent’ Santa. That credit went to an someone else...an individual. The company played a seminal role in standardising his red and white persona. Mighty boost for his overall popularity was powered by Coca-Cola.
Grab a cuppa, settle in and join up on this festive journey through culture, history, humour and science. It is going to be a wonderful journey. This tale involves artistic genius, corporate cunning and festive conspiracy. So many tidbits to uncover and enjoy. Let’s dive into the epic tale of how Coca-Cola, the very same brand that fuels your endless TikTok scrolling and midnight snack binges somehow managed to take a crusty old saint and turn him into the jolly, plump, red-clad icon we all know. Ok, here we go.
Table of contents
The OG gift-giver’s pre-Coke catwalk
Let us rewind to pre-1931 era. It isn't Santa's moment to shine yet. Santa wasn’t always the red-suited charmer that we know today. He wasn't even in the design that we all see him today. Long before Coca-Cola slapped him in red, Santa was a sartorial wildcard. A somewhat unfitting figure to represent xmas effectively. The image of Santa Claus was as varied as the flavours at your local sweet shop. He came in many colours and had a face which only a mother could love. Think less ‘Ho Ho Ho’ and more ‘Oh no, here comes the old geezer!” Here is a little history of Santa Claus.
Medieval mischief – Early European depictions of St. Nicholas (the 4th century bishop who inspired Santa) showed him in green or brown robes accessorised with a stern frown and a sack of gold (for bribing naughty children, presumably). He had no fun on his face but his job description was to bring joy to the kids. Imagine a 4th century bishop named St. Nick rolling up in moss-green robes looking like he just lost a sword fight. That is so out of place, don't you think? Zero rizz!
Victorian vibes – By the 19th century, he had morphed into a moody art hoe in blue velvet or purple silk basically the Billie Eilish of Christmas. It made him a little bit less awkward and creepy. Sometimes he even carried a stick to whack naughty kids. Oh it'd be bad if you were smacked by Santa Claus. Dark. As time moved on, he had to change or improve. In the 1800s, American and British illustrators like John Leech (of A Christmas Carol fame) drew him in fur-trimmed mantles with sometimes red, often blue or purple. Santa Claus was getting innovated and a tolerable version was in the making. His vibe? A cross between a Tudor monarch and a tipsy uncle. He had to be made relatable to a human being. Victorian era illustrations depicted him as everything from a stern bishop-like figure in green robes to a gnome-ish creature in animal skins. As time passed, that design was becoming boring and outdated. New clothing fashions were coming up too.
The Nast-y truth – The OG meme lord. The man began to really innovate Santa's physique itself. He drew Santa as a skinny like a Victorian-era Timothée Chalamet. Pass the eggnog, please. Who is Nast you ask? Political cartoonist Thomas Nast (the 19th century cartoonist) who shaped Santa’s modern image, dressed him for Harper’s Weekly in the 1860s-80s. Nast added new inputs into Santa Claus. He gave Santa key details like a North Pole address or residency, workshop elves and a red coat. These backstories now added flavour to the legend. But Nast’s Santa was lean, elflike and occasionally clad in stars-and-stripes pyjamas (patriotism meets pyjama chic). Santa was looking fit and kinder. He portrayed Santa in red, blue, purple and once alarmingly, what looks like polka dots. He experimented with different colours on Santa's attire. Nast’s illustrations (dating back to the 1860s) gradually consolidated the image of a jolly rotund Santa even though he experimented with different hues and styles. His version of Santa Claus was gaining more appeal than all other previous versions.
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| Reproduction of an actual photograph of Thomas Nast |
Gaunt and gloomy to cheery and plump - Early depictions ranged from a lean stern old man with a pointed beard to a diminutive elf‐like figure. Although the aim was to spread joy with Claus for the season, the image was a gross mismatch. As a kid, I'd be terrified of ancient Santa Claus, hehe!
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| Christmas postcard with illustration of Santa Claus attempting to insert frightened child into sack |
Diverse wardrobes - Santa was portrayed in colours varying from blue and green to even yellow which were all inspired by regional traditions and even by the ecclesiastical garments of Saint Nicholas. He never had a standard colour which would stick. Anyway, St. Nicholas was a 4th century bishop from Myra who was well-known for his generosity and for leaving coins in stockings. Let us be honest, this is way cooler than today’s gift cards. Who doesn't want money in today's limping world economy! Santa’s look was as inconsistent as the latest TikTok trend with different regions giving him wildly different makeovers. He looked colourful and mean but was trying to spread the festive spirit of joy.
The problem? No consistency. He wasn't a brand of anything and just showed up during a particular period of time. Santa was less a global icon and more a chaotic shapeshifter like a Christmas-themed David Bowie. If he was blue this Christmas, he was green next year, yellow the year after and so on. Santa was a composite of various European traditions and his appearance was far from standardised. Back then, such festive figures were celebrated but something was off about this Santa Claus. It was the early 20th century, however, when American advertising started to shape public perceptions of the holiday season. Thanks to such a phase, Santa Claus got an entire makeover. In short, Santa was already on his way to becoming a legend but he needed a glow-up. The changing Santa figure was met with bewilderment over time. Enter Coca-Cola which was thirsting for a winter sales boost. They had to cash in on something impactful. And who better than Coca-Cola to serve up that holiday makeover back then? It was perhaps the largest companies of the time.
Coke’s plot
Come year 1931. It was an era of many opportunities and uncertainties. Coca-Cola was like ‘How do we sell sugar water in winter?’ They knew that they had to tackle a mountain of a task. Their answer – Hijack Santa Claus. Somehow, they had to connect the man with drinking cold beverages in cold winter season. In the year 1931, Coca‑Cola took a bold leap while facing a slump in winter sales during the Great Depression. They decided to hook in Santa Claus to further their drink's marketing ventures. The company commissioned Michigan-born artist Haddon Sundblom to craft a series of heartwarming illustrations for it’s holiday advertisements and to create a Santa that would make their ads pop. He was told to revolutionize Mr. Claus. Cola apparently hired Sundblom to craft a Santa that screamed ‘buy Coke’ and ‘cosy’. The man had an unique responsibility to alter the age-old Santa Claus. He basically became Santa’s Instagram filter. That is exactly what he succeeded in doing too. His inspo? A retired salesman named Lou Prentiss (RIP, king) and his own reflection. Narcissism? Maybe. Iconic? Absolutely. With mix and match, he came up with the iconic Santa Claus that is still in use today.
The result? Truly a genius innovation. He invented a Santa so huggable that he’d make a porcupine seem cuddly. He created Santa Claus as a cute old man but with certain habits. Sundblom’s Santa guzzled Coke, chuckled at fridge raids and wore red and white like a boss. The latest Santa was polar opposite to all it's previous versions. Sundblom’s version of Santa was a plump merry fellow with twinkling eyes, rosy cheeks and most notably, a striking red suit trimmed with crisp white fur. This Santa was more fun and relatable. Fun is what we all wanted to have, especially during holidays. These images were not just advertisements but were cultural artefacts that resonated with a society longing for warmth during the harsh winter months. A smile, a little fun activity, a nice drink...these became relatable to the public. Over 30 years, these ads plastered billboards, magazines and public consciousness turning Santa into a walking Coke can. He was branded bright red too and the colour was of Coca-Cola. Sundblom’s original paintings once sold for £1.3 million. It was a hefty prize for the time. That is roughly 260,000 Candy Canes. You know how expensive that is.
Here’s what made Sundblom’s work so groundbreaking…
Inspirational source – Sundblom drew inspiration from Clement Clarke Moore’s classic poem ‘‘Twas the Night Before Christmas’ which described Santa as friendly, warm and delightfully human. The new Santa began to touch people's hearts and gain their love. Though fictional but due to being relatable, he seemed like an actual cute grandpa.
Brand colours meet folklore – The artist’s palette
were of crisp whites and rich reds. This was very important from marketing perspective. It mirrored Coca-Cola’s iconic branding. Their beverage was also packaged in red and white bottles or cans. Although red had been worn by Santa in various forms before, Sundblom’s
consistent depiction transformed it into the standard. They weren't as trendy as his version.
The muse – Sundblom’s Santa was modelled on his
retired neighbour named Lou Prentiss who was a jovial salesman with a ‘grandfatherly’
glint. His image and spirit was infused into the new Santa. After Prentiss died, Sundblom used his own reflection quipping…
“I just made Santa look like me but happier”.
Colour psychology 101 – Coke’s brief for Sundblom? Use Coca-Cola’s signature colours of red (for vibrancy) and white (for purity…or perhaps the froth on a Coke float). Any other colour was forbidden. He had to compulsorily only use the brand’s FF0000 red and sharp crisp white. Seeing Santa would remind the public of Coca-Cola. They wanted to get into the psyche of consumers that way. Instead of a messy mashup of colours, our man Sundblom served up a sleek red suit trimmed with white fur that was exactly matching Coca-Cola’s signature look. There is a scientific reason behind the company's necessity. Coke demanded their signature red not for festive vibes but because red makes you hungry (science research confirms). Food and beverage companies depend on the colour for what it can do to the human mind. Red wasn’t just festive but is scientifically addictive. The science cannot be denied after repeated results. Studies show red increases appetite and heart rate. It draws an appeal towards drinks and food. Hence red is used in McDonald’s, KFC, sketchy gas station hot dogs, your local kebab shop and YouTube ads. They prompt you to involuntarily develop hunger or thirst.
The ads that defined simp culture and ate Christmas –
From 1931 to 1964, Sundblom’s Santa starred in Coke ads guzzling Coke bottles, creepily
watching kids sleep, reading letters and lowkey flirting with mothers in
curlers (see 1959’s ‘Unexpected Guest’). Santa was the OG naughty boy. For 30+ years, Sundblom’s Santa
was everywhere. Come Christmas, you couldn't escape the pollution of Santa Claus on every marketing spot. The vibe? ‘I’m not a regular Santa, I’m a cool Santa’. The
message? Santa = Coke = Happiness. The subliminal coaxing was on overdrive throughout those years.
Fan reactions? Hilariously serious – When tiny details slipped (like a missing wedding ring — seriously, where’s Mrs Claus, mate?), fans went ballistic. Meaning, the Santa Claus that Sundblom invented was very impactful in the public minds. Imagine getting a text from your best friend saying ‘Yo, Santa’s ring is MIA!’ You'd be forced to automatically to go berserk about it along with the rest of the world. That’s how iconic this image became. He had done a masterpiece of a work.
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| Haddon Sundblom |
The campaign was an instant success by reaching millions and subtly standardising the image of Santa as a benevolent red‑clad figure. Impressions of Santa Claus from the past was changing. Today, they are not even traceable. While it is a common misconception that Coca‑Cola might have invented the Santa Claus, there is no doubt that the campaign cemented his modern image in the public consciousness. The company only funded someone to come up with the Santa Claus in order to market their product. The red and white palette was not only eye‑catching but also symbolically evocative that suggested joy, warmth and a sense of festive tradition. Red and white were the perfect combo for Santa Claus.
The colour psychology that you didn’t know you needed – Red, white and oh-so-festive!
Let us break it down. There is something wild about the colour red. Why does red make everything more
awesome? Because red screams energy, excitement and ‘Let’s get this party
started!’ It depicts life and the thrill of a moment. When you pair it with white, it’s like the perfect insta filter
for holiday cheer. White makes everything very pleasant.
Red is lit – In colour psychology, red grabs attention like your most savage meme. The colour is always bright and gets heads turning. It is the colour of fire and passion. No other colour is this eye-catching. It is like a blot in the vision that gets the quickest addressal.
White for that crisp contrast – White adds a bit of class like the margin notes on your favourite viral essay. It looks casual as well as professional. Together, red and white create a look that’s as instantly recognisable as your most favoured brand of sneakers. You have to look at what it is when it is red and white.
Coca-Cola’s use of these colours wasn’t just for show. They knew what the combination would do the masses. It was strategic genius. Engaging science in business was brilliant because science works. It gave Santa a look that is as consistent as your daily dose of memes on social media. Santa needed no more colour change or colour experimentation.
Santa’s red scare – Coke v/s the world
Now, let us address the elephant in the grotto. Who exactly invented Santa Claus? Did Coke invent the red Santa? No. But they popularised it. All their advertisements had a Santa Claus. Before Coca-Cola’s remix, Santa was like that underground band that you only knew about from a dusty Wikipedia article. You wouldn't know where to find Santa Claus. But post-1931, he exploded into mainstream culture and became the poster child for Christmas cheer worldwide. He was strongly associated to Christmas and Coca-Cola. By the 1940s, Coke's Santa was the real Santa, thanks to their relentless marketing. With their push, Santa reached the entire globe as a red and white party animal. Coke’s ads were everywhere just like glitter after a craft session. Times were good and opportunistic for the company. Coca-Cola didn’t just popularise red and white but they weaponised them. It was so powerful that people began claiming that Cola invented Santa Claus. Coke didn’t just invent Santa’s fit but they even gatekept it. The fictional guy owes his popularity to the company.
White Rock’s L – In the 1920s, White Rock Beverages used a red-and-white Santa to sell mineral water. They were trying to make it big before Cola even dreamed. But without Coke’s budget, their Santa faded into obscurity like a Tesco-brand, Colin the Caterpillar. It was truly unfortunate. They had the budget of a middle school bake sale so their Santa flopped harder than Velma Season 1. Unable to fund their innovation, they lost the war.
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| Published on December 13, 1923 in Life Magazine |
Pepsi’s failed sleigh coup – In the 1980s, Pepsi briefly dressed Santa in blue for a polarising ad campaign. Their brand colour is blue. So, Pepsi tried to rebrand Santa in blue. They believed they had it. The backlash? Let’s just say that it made the New Coke look genius. The colour doesn't play the same mind game as red and Pepsi might have not known this. Sales flatlined and Pepsi quietly reburied the idea (alongside Crystal Pepsi). It was super short.
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| Blue colour branded Pepsi from 1982 |
The great Santa schism aka Finland’s delulu – Finland’s ‘official’ Santa (who lives in Lapland btw) wears red and white but insists his look predates Coke. It is a claim that no one seems to be buying anyway.
“We’ve always used red!”
…a spokesperson huffed in 2019. Sure, Jan. Next you’ll say Mariah Carey invented Christmas. There is no evidence for all that. Historians remain skeptical. They still attribute Sundblom for his work.
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| This is the village of Santa Claus in Lapland (Finland) |
Global meme status – Thanks to Coca-Cola’s ads plastered across billboards, magazines and even early TV commercials (yeah, pre-YouTube era), Sundblom’s Santa became the image you instantly recognise. His innovative work spread like forest fire across the globe. It is like he went viral before ‘going viral’ was even a thing. The world embraced his version as the best and has stuck to it.
Tradition gets a turbo boost – This wasn’t just about selling soda. This was more than business. It was about selling a lifestyle — a feeling of joy and warmth that (let’s face it) we all desperately crave when our playlists are full of sad TikTok tunes. Sundblom and Coca-Cola made consuming a cold drink during Christmas winters a possibility.
Cultural takeover – Today, whether you’re chilling in New York City or scrolling through your feed from the suburbs, that red-suit Santa is as omnipresent as those cheesy Christmas sweaters at your school dance. If Christmas was coming, red and white Santa Claus was coming (with gifts, of course).
Controversy drama – In the year 2022, a Norwegian town tried to rebrand Santa in blue to promote environmentalism. Just like Pepsi, they wanted to challenge the red and white Santa. It went down like a lead reindeer. The efforts were doomed just like Pepsi's. Meanwhile, historians like Dr. Melissa Aronczyk (Rutgers University) argue that Coke’s Santa reflects 'the commercialisation of folklore' which is a fancy way of saying Santa got a corporate makeover. Hmm, come to think of it, she put it nicely. In the year 2023, climate activists tried to make Santa green. They wanted to dabble in the already established colour brand of Claus in the name of climate. Climate activists in Sweden launched 'Green Santa' by promoting ecofriendly gifts. Just by reading that you can tell that it wasn't going to be a good idea. The backlash? The internet roasted them into oblivion. They were mocked everywhere online.
"He looks like a mouldy avocado!”
...one X user complained.
“Bro looks like Shrek’s diabetic uncle”.
...roasted another netizen.
The science behind the magic
Ever wondered why red and white seem to make our hearts beat just a bit faster during the holidays? They actually play on your brain. Colour psychology offers some fascinating insights. It says that each colour triggers different reactions in the mind. Red is often associated with energy, passion and excitement while white connotes purity and simplicity. Such virtues are strong forces. Together, these hues create a visual harmony that is both instantly recognisable and uplifting. They make you want whatever they advertise or represent. Research in consumer behaviour has long indicated that well‐chosen colours can trigger emotional responses and influence purchasing decisions. Therefore as a business, you mustn't take them lightly. Colours can become a marketing powerhouse. Your success in the market can partially or greatly depend on the colours you choose to represent it.
This scientific backing helped explain why Coca‑Cola’s choice was so effective. Their colour coding helped them build trust and draw appeal from consumers. In an era when television was still finding it’s feet and print was king, the vibrant joyful images resonated deeply with consumers in inviting them to share in the magic of the festive season. Coca-Cola made the most correct and strongest decisions when it came to colour play.
Dr. Lena Patel who is a behavioural scientist notes that…
“Red is also culturally tied to joy and luck in many countries making Santa’s coat subconsciously reassuring”.
Beyond aesthetics, there is a fascinating science at work. And that being something called consistency. If you are staying red, stay red forever. Changing colours is bad for business. Also,
consistency breeds recognition. One has to be consistent atleast for a very long period of time. By repeating these images across billboards, magazines
and store displays, Coca-Cola ensured that Sundblom’s Santa became instantly
recognisable true cultural icon. Hence, it not only became popular but also rendered it's predecessors obsolete. Dr. Karen Schloss (UC Berkeley) found that
people associate red with ‘holiday cheer’ more than any other colour. Over time, the trend only got passed on. She
says...
“It’s primal. Like seeing a ripe berry in winter”.
Modern-day twist – In the year 2023, Pantone named ‘Peach
Fuzz’ as it’s Colour Of The Year. Hmmm, interesting. Festive? No. Santa’s response? ‘Hard
pass’.
Santa’s cultural conquest
Cultural historians and marketing gurus alike continue to
debate the extent of Coca‑Cola’s influence on modern Santa’s imagery. The company's prowess is undeniable because we still have the same Santa and it is almost a century old by now. Dr Jane
Harrington is a renowned expert in cultural branding and muses that…
“While Santa Claus had many predecessors, the 1931 campaign distilled his image into something universally recognisable. It’s a brilliant example of how commercial art can intersect with cultural folklore”.
Such expert insights show that beyond the commercial success, there was (and remains) a profound cultural impact. Coca-Cola made the best business decisions ever. Even scientists have chimed in with studies demonstrating how the consistent use of red and white in branding not only increases brand recall but also enhances the overall consumer experience. It is like magic. The success of Coca‑Cola’s festive ads is a testament to how smart emotive design can stand the test of time and influence our brain chemistry in subtle ways. This was just one of their many marketing tricks up their sleeves.
Coca-Cola’s Santa transcended the realm of advertising to become part of global Christmas lore. It achieved ridiculous fame into decades. Here’s how…
Universal appeal – As Coca-Cola expanded it’s reach internationally, so did it’s version of the Santa Claus. It became globally accepted design. Today, whether in bustling London or a quaint village in Spain, the red-clad Santa is recognised worldwide. Any other colour on the Santa is immediately met with disapproval and dislike.
Tradition reinvented – Although Santa’s image has
deep historical roots from the Dutch ‘Sinterklaas’ to Victorian Father
Christmas, the Coca-Cola campaign cemented his appearance as part of the modern
holiday ritual. There is no rival to this version of the Santa Claus.
Marketing masterstroke – This wasn’t just about
selling a soft drink because it was about selling community, happiness and a
return to simpler times. The message was beautiful wrapped and gifted to the world. Many families now associate the mere sight of a Coca-Cola
Christmas truck with the excitement of the holiday season. The drink has transcended it's original purpose by now.
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| Sundblom's drew this particular Santa in 1952 |
Dr Jane Harrington who is a cultural branding specialist, opines…
“Sundblom’s paintings didn’t create Santa Claus but they did refine and unite his image — transforming a patchwork of regional myths into a single enduring symbol of festive joy”.
Coke’s Santa became the ultimate influencer
Hollywood hijinks – Classic films like Miracle on
34th Street (1947) and Santa Claus Conquers the Martians (1964) solidified the
red suit in pop culture. These movies had Sundblom's Claus cast in their stories. The latter’s Santa costume was rented from a New York
party shop for $50. So cheap and still managed to leave an everlasting influence. Films like Elf and The Santa Clause made red Santa viral. They showed the world how cute the modern Santa was. Tim
Allen’s Santa suit cost more than your entire Shein cart.
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| Pic credit - Walt Disney Pictures |
Retail revolution – Department stores like Macy’s and Selfridges used Sundblom-style Santas to lure shoppers which created the ‘Santa’s Grotto’ tradition. The grotto was a revolutionary idea. The first recorded grotto debuted in Lytham St. Annes (UK) in 1888. Ever since, they have remained a must-have along with Santa. It predated Coke’s ads but postdated St. Nick’s green phase. Today, they are widely available during the holidays.
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| Santa's Grotto, Westfield shopping centre in UK |
Digital dominance – Even in 2024’s Fortnite Christmas events, Santa’s avatar wears red and white. By the year 2025, Santa has gone digital. Meanwhile, AI art tools like DALLE struggle to render him in other colours without looking ‘cursed’ (as per Reddit users). It will take time for AI to perfect the jolly fellow.
Foodie footnote – Why do mince pies pair with Santa? There is a particular reason for that. The spices (cinnamon and nutmeg) mirror Coke’s original 1886 formula which
contained coca leaves and kola nuts. Festive synergy!
Mall Santas – Ever wonder why every mall Santa looks like he’s cosplaying a Coke can? Blame Sundblom. His version won the popularity contest among all Santas in history. Pro tip…kids, If he asks what you want, say ‘Bitcoin’. You will never regret it.
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| A mall Santa at work |
TikTokification – In the year 2023, Coke dropped a Santa AI filter that gave you red face and a white beard. The filter made you the Santa Claus. It got 2M views before someone pointed out it looked like Santa from Wish. Anyway, it was a good pass time for the holidays.
Snack theory – Santa’s red/white combo matches candy canes, peppermint mochas and Target’s holiday aisles. Coincidence? Capitalism says no. It is all in the science we read about.
Controversies and debates – Myth versus reality
Some critics argue that attributing Santa’s modern image solely to Coca‑Cola oversimplifies a much richer history. Credit has to be due to where it is due. They contend that the roots of Santa Claus extend back centuries which is woven from various cultural and religious traditions. They were always part of age-old customs. Yet, others insist that Coca‑Cola’s ads played an undeniable role in unifying these disparate images into one coherent and marketable icon. Both parties can't seem to compromise. This debate is sometimes fuelled by cultural critics and passionate historians. They just cannot stand what they call as injustice.
It is a complex interplay between art, commerce and tradition. A lot of factors are involved in this and it makes all of it unnecessarily complicated. Whether viewed as a clever marketing ploy or a genuine cultural milestone, Coca‑Cola’s influence on the Santa myth remains a fascinating chapter in the annals of advertising history. Fighting for objectivity is going to trim that festivity and it is really not required.
A delicious slice of festive culture
Christmas in Britain is as much about the food as it is about the festivities. Oh yeah, a lot of delicacies adorn the table. From the crispy mince pies to the sumptuous Christmas pudding, our holiday table is a cornucopia of culinary delights. There is a lot to eat and keep devouring. It’s perhaps no surprise that Santa’s image that is so effectively crafted by Coca‑Cola, has become intertwined with these traditions. So much consumption means you need a Cola to push it all down, don't ya? After all, nothing says ‘festive’ like a burst of red and white on your plate whether it is a slice of strawberry cake or a festive cocktail garnished with holly. Atleast that's the idea.
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| The Busan Christmas Tree Festival |
The cultural tapestry of Christmas is enriched by the blending of food, folklore and yes, even rigorous advertising. Christmas will keep upgrading for the better. Today, as we savour our seasonal treats, we might also take a moment to appreciate the quirky historical twist that has shaped our collective imagination. What a fortunate time to be humans!
From ads to AI – Modern-day Santa
Fast forward to today, you’ll still find echoes of that 1931
brilliance. It was the year that brought to us our beloved Santa Claus. In recent years, Coca‑Cola has periodically revisited Sundblom’s
iconic imagery in it’s holiday campaigns by blending modern marketing
techniques with nostalgia. It was a successful feat afterall. Coca-Cola hasn’t rested on it’s laurels. They keep adapting and reinventing their works. Over the
decades, the company has continually refreshed it’s holiday campaigns…
From print to TV and beyond – After Sundblom’s era of
billboard dominance and magazine, the 1990s saw the introduction of the iconic Coca-Cola
Christmas truck adverts. They were game changers in the market. These high-budget cinematic spots complete with the
catchy ‘Holidays are Coming’ jingle, became a much-anticipated annual
event. They drew the public eyes and imaginations.
Embracing technology – Fast forward to the year 2024 and Coca-Cola is experimenting with AI to reimagine it’s Christmas narrative. They are experimenting with the new and now. While the new advert has sparked mixed reactions, it highlights the company’s commitment to innovation even while honouring tradition. If you really pay attention, Coca-Cola is on a good roll.
Interactive experiences – Today, festive campaigns often include augmented reality experiences, social media activations, interactive displays and magazine that allow consumers to “meet” Santa in virtual settings which is bridging the gap between modern tech and nostalgia. Coca-Cola might again take leadership in serving the experience.
Limited edition drink – In November of the year 2023, a limited-edition ‘Santa’s Coat’
Coke can was dropped in the UK which was selling out faster than hot roast
chestnuts. Another mega success for the company. The design? Red and white naturellement. They love fidgetting with those appealing colours.
Coca-Cola’s Santa is still sleighing in 2024 – Their latest Christmas campaign features a TikTok-friendly Santa doing the ‘Jerusalema’ dance with elves. Santa Claus is a modern guy now. Meanwhile, AI-generated art trends have sparked debates. Can it do the seemingly impossible? Can a robot capture Sundblom’s warmth? (Spoiler – It’s creepy. Stick to humans). Hence, the answer seems to be not for now.
This fusion of old and new highlights how a well‑crafted brand identity can evolve while still retaining it’s original charm. It is all in the game and how you play it. In our fast‑paced tech‑driven world, it’s comforting to know that some traditions like Santa’s warm smile and signature red suit, remain constant. Pretty sure that Santa Claus will never go obsolete.
Cringe, NFTs, tourism, veganism and vegan leather – Santa’s future
What’s next for the big man and our capitalist king? Does he carry any tricks in those bags of his apart from candies and gifts?
Digital Santa – In the year 2022, Coca-Cola auctioned Santa-themed NFTs including a ‘Pixel Claus’ that sold for $575,000. Ohh, that is massive! Critics called it ‘the Grinch’s crypto scheme’. It was a bomb-sale. The buyer? Probably the same guy who bought a JPEG of a monkey. People spend ridiculously on ridiculous things anyway.
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| (Not the actual Pixel Claus which was sold) |
Vegan Santas – PETA’s 2023 campaign urged Santas to ditch leather belts for vegan alternatives. They somehow felt Santa is violent of some sorts.
“Reindeer-friendly fashion matters”.
…their press release clattered. I wonder how. PETA’s pushing for faux fur
suits. His attire is now targeted by animals' rights group? ‘Santa’s about giving; not leather” they tweeted. Did it go well? No! ‘Tell that
to his belt’ was the reply in comments. It was totally bonkers.
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| Source - PETAAsia.com |
Space-X'mas – Jeff Bezos wants to launch Santa into orbit. The man seems to be crazy to me. Because nothing says ‘Christmas’ like a billionaire exploiting elves for clout. But he is really serious about it. Jeff Bezos’ Blue Origin offered a ‘Santa’s Sleigh’ space tour in the year 2024. The catch? Zero-gravity mince pies. Hmmm, a bizarre stunt to be offering.
A philosophical roast – Is Santa a sellout?
Purists argue Coke ‘commercialised’ a folk hero. They don't appreciate Sundblom and Cola's works. Boomers
say Coke ‘ruined Christmas’. But I don't think so. Historians say Santa’s a ‘cultural
collage’. They speak in favour of the whole setup. Gen Z says that ‘he’s a vibe’. Typical new generation kids. But Dr. Sam Buntz
(Dartmouth College) counters with…
“Santa’s adaptability is his power. He’s a mirror for our hopes whether that’s 4thcentury charity or 21st century TikTok virality”.
So, next time you spot Santa’s crimson coat, remember that it’s not a colour or just a jolly gift-giver. He is even more unique. It’s a 500-year-old story stitched together by artists, monks and a soda company that fancied a festive flex. Santa Claus has been entertaining the world since centuries. He’s a walking ad, a capitalist mascot and proof that even saints need a PR team. There will be no alternative for him.
Fun (and totally weird) Santa trivia for your next group chat
Need some quirky tidbits to drop into your next conversation
or online rant about holiday hype? It will make you feel good. Here are a few nuggets that’ll have your
friends saying ‘Wait, really?’.
Origins of Santa’s gear – Although many credit Coca‑Cola for Santa’s red suit, historical records reveal that Santa had been depicted in red long before 1931. It wasn't something new that Cola tried to bring about. Contrary to the popular myth, the red suit was not invented by Coca-Cola. The colour code dates way back into history. It’s roots can be traced back to the vestments of Saint Nicholas and even the illustrations of Thomas Nast. That was centuries before the company adopted it. Coca‑Cola simply popularised that particular image. Their massive advertising did all the muscle work.
Santa’s diet – While it’s tempting to imagine Santa chugging a bottle of Coke after a long night of chimney descending, tradition favours cookies and milk or in Britain, perhaps a mince pie and a spot of tea. But changing times call for experiments and innovation for setting new trends.
Holiday habits – Some marketing experts joke that the success of Coca‑Cola’s ads is responsible for an extra helping of Christmas cheer in our diets. Coca-Cola had produced some of the most influential subliminal messages through their ads. After all, if Santa’s appearance can boost our festive spirits, imagine what a clever ad campaign can do for our appetite! Add holidays into the mix and it's heaven.
Cultural variations – In parts of Europe such as the Germany and Netherlands, Santa (Weihnachtsmann or Sinterklaas) appears with slight differences. Santa Claus gets localized in different countries. They are sometimes even in colours like blue or green which show a rich tapestry of traditions. The world needs Santa Claus in any form.
Fan frenzy over details – In one famous instance,
fans wrote in when they noticed Santa in a Coca-Cola ad appeared to be missing
his wedding ring and were questioning if Mrs Claus had been forgotten. It may have been a mistake or willful but it couldn't escape the prying eyes of the fans. Fans
bombarded Coca-Cola with letters. They were passionately concerned about what they had discovered. Imagine if Twitter exploded every time
someone forgot to tag their ex in a post! That is the situation we are talking here.
Modern AI adventures – Recently, Coca-Cola’s 2024 AI-generated Christmas advert stirred debate when traditionalists noticed the absence of a ‘real’ Santa. They seemed to have ruined it for everyone. The Christmas ad that left viewers fuming. This Santa was way off. Critics lamented that nostalgia and tangible warmth were being replaced by digital renderings. It brought about disappointment and irk. Apparently, nothing says ‘Merry Christmas’ like a digital Santa that looks like he was filtered through a glitchy Snapchat lens. It had to be done properly which was not and this was seen as gross injustice. It proves that even a century-old icon can be polarising when updated. Sentiments have great value.
Before the Coke glow-up – Santa’s outfit wasn’t always red. Blue, green, yellow and what not...were all experimented on the poor fellow. He once rocked a whole spectrum of colours as if he couldn’t decide which one was cooler. Until Sundblom's magic, the world didn't care for the Santa Claus.
Earlier soft-drink Santa – White Rock Beverages used
Santa in ads way back in the year 1915. Fifteen years later, Coca-Cola successfully used Santa. Actually, they were the first ever company to
use Santa in ads which was long before Coca-Cola’s big break. The result might have been subpar but they were the first. So, Coke wasn’t
the first Santa hustler but they sure perfected the look. They did an incredible job in that department.
Australia – In 1920s, Santa was sometimes shown in a parasol and swim trunks and then delivering presents via kangaroo. He looked peculiar and ridiculous. Australia’s Santa said no to snow and showed up in speedos and a sunhat. That is criminally wrong because he belongs to the cold. Santa, sir, this is a Wendy’s. Global branding? Not quite.
White Rock Beverages was actually the first soft drink company to use Santa in ads (as early as 1915). They weren't quite successful as Cola though.
Sundblom’s real-life muse was his friend Lou Prentiss who was a retired salesman whose jolly demeanour helped shape the image of our modern Santa. Unfortunately, he passed away when Sundblom was developing Santa Claus based on him.
Sundblom’s Santa was so popular that the U.S. Postal Service
used his design for stamps in the 1960s. It was a wonderful achievement for something fictional. Take that, Royal Mail.
Sundblom’s original Santa paintings today costs more than
your college tuition. They are highly expensive. One of them sold for $1.3M. That is a crazily large sum!
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| Pic credit - Unremembered |
The world’s largest Santa costume (certified by Guinness in the year 2022) was sewn in Thailand by using 1200 metres of fire-resistant fabric. They did an excellent work on that. The world’s largest Santa suit is fire-resistant. And in a hot country like Thailand. So yeah, he’s surviving the climate crisis...ho ho ho!
Marketing takeaways – Branding is everything, mate!
If you think this is just another dusty corporate tale,
think again. It is a valuable corporate lesson. Coca-Cola’s transformation of Santa teaches us some hardcore
lessons about branding, marketing and the power of a good meme. One has to think out of the box to establish an unshakable footing in the market. For marketers
looking to replicate such success, there are some really enduring lessons from Coca-Cola’s
Santa campaign.
Emotional storytelling sells – It’s not just about a product but also about creating an emotional connection. Unless your product or service is relatable, they will have no lovers. Coca-Cola made you feel something — be it nostalgia, joy or even mild irritation at a missing ring. It got to your heart in some important way. They crafted narratives that resonated emotionally. The brand continues to do that even today. The warmth of a well-told Christmas tale builds lasting brand loyalty. It has stood the test of times into decades.
Consistency is king – That red-and-white combo has become so iconic because it was repeated everywhere. People easily found it all over they went. Consistency in branding is like having the perfect Instagram aesthetic. The message is drilled into the brains of the consumers. Whether through colour schemes, imagery or messaging, maintaining consistency helps in creating a memorable brand identity. If you stop midway, the inconsistencies will cripple your venture.
Cultural relevance – Tap into universal traditions. Traditions exist for a reason and they have to tapped into resourcefully. Santa Claus is more than an ad figure. He is a historical fiction figure. It is a cultural icon that spans
generations and geographies. Since times immemorial, Santa Claus had been relevant. When you tap into something as universally
cherished as Christmas traditions, you are not just selling a drink but a vibe.
And that vibe? It is as powerful as the latest viral dance challenge. Everyone would want it.
Adaptation without alienation – Innovation is
important but so is staying true to what your audience loves. You do not have to push away or segragate in the name of innovation. Coca-Cola’s
delicate balance of modernity and tradition is a prime example. They showed us how caring works.
Quality visuals matter – Investing in advertisements and high-quality illustrations can yield assets that become timeless works of art that can be admired in galleries and museums alike. Not investing in ads is a major sin against your own business.
Adapt or get feft behind – Even after nearly a century, Coca-Cola keeps evolving it’s holiday ads from print to TV and now even AI. They embrace change and trends so quickly. It is the digital age so if you’re not innovating, you are actually invisible. Take that step and stay in line.
More than just a soda peddler – Santa’s legacy
Coca‑Cola’s 1931 holiday campaign is more than just a series of advertisements. They are lessons and memories. It was a phenomenon that forever altered the landscape of Christmas. It brought the new while holding onto the old. Through clever use of colour, engaging storytelling and a pinch of festive magic, Coca‑Cola helped solidify the image of Santa Claus as a warm generous red‑clad icon. He was instantly loved by people of all ages. The legacy of these ads is evident in every twinkling light, every festive billboard and every shared moment of holiday joy. Coca-Cola became masters in the game of marketing.
Love it or loathe it, Coke’s Santa reshaped Christmas. The man is perfect as Santa Claus. His colours dominate holiday décor, movies and even your aunt’s questionable knitwear. He is the picture that appears on your mind about xmas. But let’s not villainise Coke entirely. It is not necessary to actually. They also gave us the iconic Christmas truck tour and the UK phenomenon since the year 1995. Next time you see a Santa, whisper ‘Thank you, Sundblom’. He’ll nod sagely. Of course, he is going to smile back cutely too.
As you unwrap your gifts this year, spare a thought for the enduring impact of a well‑crafted image. Be grateful to Sundblom. Santa Claus is a reminder of how culture is shaped. Watch out for the holiday spirit. So, here’s to a festive season this year-end in 2025 filled with joy, laughter and perhaps a cheeky sip of Coke — after all, it’s the drink that helped bring Santa to life!
Wrapping it up – Cheers to a red-hot Christmas
In an age of anti-consumerism, some grumble that Santa’s
Coke ties are problematic. There is always someone with problems. Yet, as author J.R. Brubaker quips…
“Santa transcends branding. He’s a mirror of our nostalgia”.
So, whether you’re Team Coca-Cola or Team ‘Santa Was Green Actually’, one thing’s clear that Christmas without red and white would be like a turkey without stuffing. Technically edible but deeply wrong. So, let it be as it is.
Coca-Cola’s 1931 advertising campaign may not have invented
Santa Claus but it undeniably refined and popularised the image which defines
modern Christmas. Take a moment to appreciate the rich tapestry of art, clever
branding that brought him to life and the history. After all, the magic of
Christmas is as much about the stories we share as it is about the traditions
we keep. Here’s to Santa, Coke and the skill of turning history into a meme
that never goes out of style. Now go on, share this story with your mates because
nothing says ‘Happy Holidays’ like knowing the real tea behind your
favourite festive icon.
Prank – Tag someone who still thinks Santa’s real 😂 (jk, I
know it’s you).
#santaclaus #cocacola #christmas #holidays #redandwhite #1930 #origins #fact #fun #drink #coke #us #unitedstates #america
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