When we think of Christmas, the image that often comes to mind is of Santa Claus in a red and white suit with a good-natured smile. This image, surprisingly, was largely shaped by the Coca-Cola Company.
It all started in 1931, when Coca-Cola commissioned artist Haddon Sundblom to create an advertising image of Santa for a winter campaign. Before that, Santa had been depicted in different ways: sometimes as a stern saint, sometimes as an elf. However, Sundblom depicted Santa in a red and white suit, matching the signature colors of Coca-Cola. His Santa was kind, cheerful, a little overweight and very human.
These images appeared in magazines and on posters, becoming a symbol of the holiday. Sundblom's Santa quickly won the hearts of people, and Coca-Cola successfully associated its brand with the warmth and joy of Christmas. So the company not only increased its sales during the winter period, but also changed the perception of the holiday, turning Santa into a global symbol of kindness and joy. Coca-Cola proved that competent marketing can become part of culture.
Was Coca-Cola on your Christmas table?