Coca-Cola’s association with Santa began in the 1920s with magazine ads that featured a strict-looking Claus reminiscent of Nast’s designs. In 1930, artist Fred Mizen painted a department- store Santa enjoying a bottle of Coke, which became the centrepiece of Coca-Cola’s holiday advertising that year. However, in 1931, Coca-Cola launched a campaign that would change everything. The D’Arcy Advertising Agency hired artist Haddon Sundblom to create a warm, friendly Santa based on Clement Clarke Moore’s 1822 poem “A Visit from St. Nicholas”, commonly known as “’Twas the Night Before Christmas.”
Sundblom’s vision of Santa as a plump, cheerful, and human figure debuted in The Saturday Evening Post in 1931 and quickly became a staple of Coca-Cola advertising. For over three decades, Sundblom’s Santa appeared in magazines, posters, calendars, billboards, and store displays, showing Santa delivering toys, enjoying a Coke, and even raiding refrigerators. The image resonated deeply with the public, solidifying the red-suited Santa as the embodiment of Christmas cheer.
The attention to detail in Sundblom’s artwork further contributed to the campaign’s success. Initially, Sundblom used his friend, retired salesman Lou Prentiss, as a live model. After Prentiss passed away, Sundblom used his own reflection as a reference, painting in front of a mirror. He later relied on photographs to refine Santa’s image. Every element, down to the belt, rings, and even the pets in the paintings was scrutinised by fans. When Santa’s belt was painted backwards one year — likely due to Sundblom’s mirrored perspective — Coca-Cola received letters from observant fans pointing out the error. Similarly, when Santa appeared without his wedding ring, people questioned what had happened to Mrs. Claus.
Sundblom’s Santa wasn’t just realistic; it was relatable. The children in his paintings were based on his neighbours, though he modified their appearances, like changing one girl into a boy for variety. Even a neighbour’s grey poodle found its way into a 1964 painting, though Sundblom painted the dog black to stand out in the scene. These personal touches gave Santa an authenticity that audiences adored. Coca-Cola’s commitment to using Sundblom’s Santa in its marketing extended beyond print. His original oil paintings became valuable collectables and have been displayed at renowned locations such as the Louvre in Paris, the Royal Ontario Museum in Toronto, and the World of Coca-Cola in Atlanta. Sundblom’s final Santa was painted in 1964, but his iconic designs continued to inspire Coca-Cola advertisements for decades.
It’s a common misconception that Coca-Cola invented the red suit because of its brand colour, but Santa was already wearing red in some depictions before Sundblom’s involvement. However, Coca-Cola undoubtedly cemented this image in popular culture. By pairing the cheerful Santa with their product, Coca-Cola not only created one of the most enduring holiday symbols but also linked their brand with the warmth and joy of the Christmas season.
This transformation of Santa Claus demonstrates the power of storytelling in branding. Coca-Cola didn’t just sell soda; it created an emotional connection with consumers by blending tradition, art, and marketing. Sundblom’s Santa transcended advertising to become a cultural icon, influencing how the world celebrates Christmas. Few brands have managed to achieve such a lasting impact, making Coca-Cola’s Santa a unique case study in the fusion of marketing and tradition.
Marlboro Man: The Rugged Rebel
In the 1950s, Marlboro introduced the Marlboro Man, a rugged cowboy who symbolised masculinity, freedom, and adventure. He became one of the most successful advertising icons of all time, redefining the brand from a product for women to a universal emblem of rugged independence. However, his appeal was limited to a specific demographic and eventually fell out of favour as societal attitudes toward smoking shifted.
Michelin Man: The Tire Protector
Michelin’s “Bibendum,” also known as the Michelin Man, has been promoting the brand since 1898. This plump figure, made of tyres, symbolises resilience and reliability. While he is globally recognised, his association with automotive products narrows his audience appeal, making him less universal than Santa.
Colonel Sanders: A Real-Life Legend
KFC’s Colonel Harland Sanders transformed from a real-life entrepreneur into a stylised mascot. The Colonel’s iconic white suit and bow tie have made him instantly recognisable, but his connection is strongest with food lovers. His appeal, while effective, remains tied to the fast-food industry.
Mickey Mouse: The Cultural Pioneer
When Walt Disney introduced Mickey Mouse in 1928, he created a cultural phenomenon. Mickey’s cheerful face represents family-friendly entertainment worldwide, but his appeal is primarily limited to children and Disney enthusiasts, lacking the multi-generational and cross-cultural reach of Coca-Cola’s Santa.
Ronald McDonald: The Happy Meal Hero
McDonald’s Ronald McDonald, introduced in 1963, became a cheerful symbol of fast food and fun for kids. However, as attitudes toward fast food evolved, his prominence declined, and his appeal remained focused on children.
Santa Claus: A True Timeless Icon
Coca-Cola’s Santa Claus, first introduced in the 1930s through Haddon Sundblom’s artwork, transcends all these examples. Unlike the other brand mascots, Santa wasn’t created by Coca-Cola but was reimagined and popularised through their campaigns. Before Coca-Cola, Santa was depicted in various forms — from a tall, gaunt man to an elf-like figure. Coca-Cola’s vision solidified the image of the jolly man in the red suit with a white beard, giving Santa Claus his enduring, iconic form.
Santa’s appeal is unparalleled. He isn’t just a character tied to a specific product or demographic. He represents generosity, joy, and the magic of Christmas — values that resonate with people of all ages, cultures, and backgrounds. Coca-Cola’s Santa connects with children dreaming of gifts, parents reminiscing about their childhood.
From 1931 to 1964, Coca-Cola’s Santa appeared in ads, delivering toys, enjoying a Coke, and bringing families together. His image was featured on billboards, calendars, and store displays, becoming a cherished symbol of the holiday season. Even decades after the original campaign, Santa remains a central figure in Coca-Cola’s branding, showing his unmatched staying power.
Why Santa Is Unbeatable
The other brand icons, while legendary, have limitations in their appeal. Marlboro Man is tied to a bygone era of smoking culture. The Michelin Man and Colonel Sanders serve specific industries. Mickey Mouse and Ronald McDonald resonate strongly with children but lack universal, generational appeal. Santa Claus, on the other hand, is timeless and borderless. His story has been passed down for centuries, and Coca-Cola’s campaigns amplified his charm for modern audiences. He bridges the gap between commercial branding and cultural tradition, ensuring his relevance across generations and continents.
A Lesson in Iconic Branding
Creating a character as enduring as Santa Claus is nearly impossible. However, Coca-Cola’s example shows the power of aligning a brand with timeless values and universal traditions. While other icons may come and go, Santa remains unmatched, embodying the holiday spirit and the joy of sharing a Coke with loved ones. Through decades of change, Santa has outshone every other marketing icon, proving that some legends truly last forever.
