The image of Santa Claus as a jolly, plump man in a red suit is deeply ingrained in our cultural consciousness. While Coca-Cola didn't invent Santa Claus, their advertising campaigns have played a significant role in shaping and popularizing the modern image of Santa, solidifying his connection with the holiday season. This article explores the history of Coca-Cola's Santa Claus advertising, from its early beginnings to its contemporary campaigns, and examines the brand's lasting impact on Christmas traditions.
Santa's Transformation Before Coca-Cola
The Santa Claus we all know and love - that big, jolly man in the red suit with a white beard - didn’t always look that way. In fact, many people are surprised to learn that prior to 1931, Santa was depicted as everything from a tall gaunt man to a spooky-looking elf. He has donned a bishop's robe and a Norse huntsman's animal skin. In fact, when Civil War cartoonist Thomas Nast drew Santa Claus for Harper's Weekly in 1862, Santa was a small elflike figure who supported the Union. Nast continued to draw Santa for 30 years, changing the colour of his jacket from tan to the red he’s known for today.
The Genesis of Coca-Cola's Christmas Advertising (1920s-1930s)
Coca-Cola's association with the idea of Santa Claus dates back nearly a century. The Coca‑Cola Company began its Christmas advertising in the 1920s with shopping-related ads in magazines like The Saturday Evening Post. The first Santa ads used a strict-looking Claus, in the vein of Thomas Nast.
In 1930, artist Fred Mizen painted a department-store Santa in a crowd drinking a bottle of Coke. The ad featured the world's largest soda fountain, which was located in the department store Famous Barr Co. in St. Louis, Mo. This ad was used in print ads that Christmas season. Having Santa Claus represent Coca-Cola was more than simply a marketing gimmick. It embodied the company's commitment to positivity, joy, and social responsibility.
Haddon Sundblom and the Iconic Coca-Cola Santa (1931-1964)
The magical transformation of the Coca-Cola Santa happened in 1931, becoming a man wholesome and kind in appearance. In 1931, Coca-Cola commissioned American illustrator Haddon Sundblom to develop advertising images using Santa Claus - showing Santa himself, not a man dressed as Santa. Archie Lee, the D'Arcy Advertising Agency executive working with The Coca-Cola Company, wanted the campaign to show a wholesome Santa who was both realistic and symbolic.
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For inspiration, Sundblom turned to Clement Clark Moore’s 1822 poem “A Visit From St. Nicholas” (commonly called “‘Twas the Night Before Christmas”). Moore’s description of St. Nick led to an image of a warm, friendly, pleasantly plump and human Santa. (And even though it’s often said that Santa wears a red coat because red is the color of Coca-Cola, Santa appeared in a red coat before Sundblom painted him.) Sundblom’s paintings for Coca-Cola established Santa as a warm, happy character with human features such as rosy cheeks, a white beard, twinkling eyes and laughter lines.
From 1931 to 1964, Coca‑Cola advertising showed Santa delivering toys (and playing with them!), pausing to read a letter and enjoy a Coke, visiting with the children who stayed up to greet him, and raiding the refrigerators at a number of homes. The original oil paintings Sundblom created were adapted for Coca‑Cola advertising in magazines and on store displays, billboards, posters, calendars and plush dolls.
In the beginning, Sundblom painted the image of Santa using a live model - his friend Lou Prentiss, a retired salesman. When Prentiss passed away, Sundblom used himself as a model, painting while looking into a mirror. Finally, he began relying on photographs to create the image of St. Nick. Sundblom created his final version of Santa Claus in 1964, but for several decades to follow, Coca‑Cola advertising featured images of Santa based on Sundblom’s original works. These paintings are some of the most prized pieces in the art collection in the company’s archives department and have been on exhibit around the world, in famous locales including the Louvre in Paris, the Royal Ontario Museum in Toronto, the Museum of Science and Industry in Chicago, the Isetan Department Store in Tokyo, and the NK Department Store in Stockholm.
The Public's Affection and Attention to Detail
People loved the Coca-Cola Santa images and paid such close attention to them that when anything changed, they sent letters to The Coca-Cola Company. One year, Santa’s large belt was backwards (perhaps because Sundblom was painting via a mirror). Another year, Santa Claus appeared without a wedding ring, causing fans to write asking what happened to Mrs Claus. The children who appear with Santa in Sundblom’s paintings were based on Sundblom’s neighbors - two little girls. So he changed one to a boy in his paintings. The dog in Sundblom’s 1964 Santa Claus painting was actually a grey poodle belonging to the neighborhood florist.
Sprite Boy: Santa's Companion (1942)
In 1942, Coca‑Cola introduced "Sprite Boy," a character who appeared with Santa Claus in Coca‑Cola advertising throughout the 1940s and 1950s. Sprite Boy, who was also created by Sundblom, got his name due to the fact that he was a sprite, or an elf. (It wasn’t until the 1960’s that Coca-Cola introduced the popular beverage Sprite.) Sundblom’s second painting features a note in which a child, Jimmy, leaves a Coke for Santa instead of cookies.
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Santa's Animation Debut (2001)
In 2001, the artwork from Sundblom’s 1962 painting was the basis for an animated TV commercial starring the Coca-Cola Santa. The ad was created by Academy Award-winning animator, Alexandre Petrov.
The Enduring Legacy: Coca-Cola's Holiday Tradition (1960s-Present)
Even though Sundblom finished his last version of Santa in 1964, Coca-Cola kept using Santa Claus inspired by his original artwork for many years. Today, many people consider these paintings to be valuable collectibles that are highly cherished. They have also been displayed in exhibitions all around the world.
Coca-Cola has a long-standing holiday marketing tradition where they feature Santa Claus in familiar and heartwarming scenes. Not only have these campaigns connected with consumers, but they have also played a role in shaping holiday traditions. After the 1937 campaign, kids started leaving Coca-Cola out for Santa Claus at night, capturing the true essence of the holiday season. The interactions between the brand and its consumers helped strengthen the connection between Santa Claus and Coca-Cola.
2023 Campaign: "The World Needs More Santas"
In 2023, Coca-Cola once again displays its innovative abilities with the ad "The World Needs More Santas." This holiday commercial continues Coca-Cola's longstanding tradition of using Santa Claus as a symbol while also highlighting the company's commitment to the principles of charity, togetherness, and goodwill.
WPP Open X and VML put a fresh spin on the traditional holiday ad with this magical one. The advertisement's opening line is the simple yet profound "Anyone can be Santa." The commercial takes place in a metropolis where hundreds of Santas roam the streets, bringing goodwill and charity to the masses, to the tune of "I Could Be Santa Claus" by Celeste. The warm and fuzzy scenes show Santas all across town helping others without expecting anything in return. While another Santa helps another Santa at the gym lift big weights, one Santa helps another Santa call a taxi while his arms are full of presents. One of the Santas, in a touching moment, gives his buddy Santa the remaining Coca-Cola from the vending machine. A charming surprise, however, shows that the citizens of the city of Santas are not mystical characters but just regular folks who choose to act kindly at random. This unique marketing strategy elegantly highlights the notion that everybody may find their inner Santa.
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"The World Needs More Santas" is an epitome of Coca-Cola's brand principles, which stand for happiness, optimism, making a difference, friendliness, and giving. According to Islam Eldessouky, global head of creative strategy and content at Coca-Cola, the campaign was the culmination of a year-long planning process that incorporated ideation from creative teams worldwide and consumer validation. This advertisement, which Pontus Lowenhielm of the directing team Traktor and Stink Films produced, demonstrates Coca-Cola's commitment to making a difference throughout the holiday season. It's a moving reminder that in these trying times, there is no greater need than to share happiness and goodwill with others. Coca-Cola deftly stresses that the holiday spirit can be found in anyone who is willing to channel their inner Santa Claus.
A Global Phenomenon
Coca-Cola's "The World Needs More Santas" campaign has worldwide reach, touching the hearts of people in more than 80 markets. Two Christmas-themed short films and an updated version of the "Create Real Magic" artificial intelligence platform are part of Coca-Cola's expanded holiday marketing this year. The campaign uses a wide variety of channels, from television and the internet to in-store events, online games, and on-pack promotions. Coca-Cola's "Find Your Inner Santa" quiz, accessible via the Coca-Cola App and mobile browsers, has democratized the creative process. After taking the questionnaire, users will learn more about their "inner Santa" and be given promotional materials to use over the holiday season.
Coca-Cola's "Holidays are Coming" ad campaign is one of the company's most recognizable and longest-running seasonal promotions. This classic commercial debuted in 1995 and features the arrival of the Coca-Cola Christmas trucks decked out in holiday lights and decorations. The ad captures the spirit of the holiday with its upbeat tune and images of happy families spending time together. Across the globe, people wait with bated breath for the first glimpse of the brightly lit trucks making their way across the snowy landscapes, which has come to symbolize the approach of Christmas. By associating Coca-Cola with the holiday spirit and cheer, this ad has succeeded in creating a sense of wonder and expectation.
Islam Eldessouky, global head of creative strategy and content at Coca-Cola, highlights the brand's intention to establish a deep and meaningful connection with consumers. He believes that a true relationship with consumers requires value exchange, engagement, and participation. The more Coca-Cola can engage consumers and encourage them to participate, the stronger this relationship becomes, ultimately leading to business success. While Coca-Cola continues to find innovative ways to connect with its audience, it remains grounded in its core values. Coca-Cola's consistency in its messaging over the years is a testament to its enduring commitment to refreshing and making a difference.
Embracing Innovation: AI and "Real Magic"
Coca-Cola's intention to expand the "Create Real Magic" AI platform exemplifies the company's dedication to innovation. This strategy uses modern means of communication to involve the audience directly in the story. The brand's unique use of AI in its Christmas promotions has added a new layer to its marketing strategy.
Another fan favourite, the Coca-Cola Christmas Truck Tour, will once again be happening this year. Activities on the trip include meeting local nonprofits, sending electronic holiday cards, and eating at local vendors' stands. Some regions collaborate with neighbourhood organizations to boost community involvement in the form of donations and volunteer hours. On-pack scannable codes are a crucial part of marketing. With these keys, you can access the "Find Your Inner Santa" questionnaire and be entered to win holiday-themed prizes, such as a trip for two to Rovaniemi, Finland, the city widely acknowledged as Santa Claus's official place of residence.
The Power of Television at Christmas
Coca-Cola's advertising budgeting strategy has changed over the past few years. It committed fewer than 30% of its overall media budget to digital channels in 2019. Over 60% is now being used. Changing consumer behaviours are the primary factor in this transformation, especially among younger consumers like Gen Z, who are less likely to watch traditional TV and more likely to connect with other types of media. Coca-Cola acknowledges that, despite the trend toward digital media, there are times when a significant TV presence is warranted. Certainly, Christmas is one of those times. Coca-Cola knows the importance of making Christmas commercials that stand out in people's minds by taking advantage of the increased time they spend in front of the TV during this season. Coca-Cola agrees that while the 'what' of its messaging stays consistent, the 'how' is where it aims to inject new ways of engaging and participating with consumers.
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