Thirst knows no season – Did Coca-Cola brand Christmas?
The enchanting figure of Father Christmas, with his rosy cheeks, twinkling eyes, long white beard, and iconic red suit, has become synonymous with the joy and magic of Christmas. A popular belief suggests that one of the world’s most iconic brands – Coca-Cola, played a pivotal role in shaping this modern image of Santa Claus through a strategic marketing campaign. However, a closer examination reveals a much more intricate story, blending cultural influences, historical evolution, and the indelible mark of Coca-Cola's marketing brilliance.
The origins of the ‘personal branding’ of Santa are complex, with various cultural and historical figures having contributed to the development of the much loved cultural icon throughout history. One of the earliest influences is Saint Nicholas, a fourth-century Christian bishop renowned for his acts of generosity and gift-giving. Over centuries, different cultures and traditions merged to create distinct versions of a benevolent figure associated with Christmas.
In the early 19th century, the more Americanised version of Santa Claus began to take shape, drawing inspiration from the Dutch figure Sinterklaas, British Father Christmas, and other European traditions. The influential illustrations that the Civil War cartoonist Thomas Nast created for Harper's Weekly in 1862 further solidified the image of Santa Claus, portraying him with a round belly, flowing white beard, and a bright red suit instead of the previous tan coloured outfit.
A pivotal moment in the evolution of Santa came in 1931 when Coca-Cola launched a Christmas marketing campaign that would form an unbreakable bond between the brand and the festive season.
Whilst designing the campaign, Coca-Cola commissioned the talents of commercial artist Haddon ‘Sunny’ Sundblom to create a series of illustrations featuring Santa Claus enjoying a Coca-Cola to support their slogan of “Thirst knows no season”. Sundblom was born in Muskegon, Michigan on June 22, 1899, to a Swedish-speaking family. His father, Karl Wilhelm Sundblom, was of the Swedish-speaking population of Finland and came from the farm Norrgårds in the village of Sonnboda in Föglö, Åland Islands, which was then part of the Russian Grand Duchy of Finland (now Finland), while his mother Karin Andersson was from Sweden.
Sundblom – who studied at the American Academy of Art, wasn’t actually briefed by Coca-cola’s ad agency D’Arcy to invent a new fizz-loving Father Christmas, but rather to simply capture the essence of the character in a way that resonated with the public. The resulting images portrayed Santa – who he sketched using his friend Lou Prentice as a model – as a warm, friendly, and approachable figure, evoking the spirit of joy and generosity associated with Christmas.
According to the Coca-Cola company, Sundblom took inspiration from Clement Clarke Moore's 1822 poem “A Visit From St Nick” which you may know better by its opening line of “Twas the night before Christmas…”, in which he describes St. Nick as a warm, friendly, pleasantly plump character. It is also likely that while growing up in the States, Sundblom's family received Christmas greetings cards sent from Sweden and Finland. During this period these would have featured a charming Jultomte (Santa) dressed in red and white as depicted by Jenny Nyström – a popular Swedish painter and illustrator at the time.
“While Coca-Cola undeniably played a transformative role in popularising and cementing the modern image of this beloved figure. It is crucial to dispel the common misconception that the world’s largest beverage company actually invented Santa Claus. ”
Sundblom's artistic brilliance shone through in the timeless illustrations he created for the project. The heartwarming Christmas scenes depicted Santa Claus in festive settings drinking from the iconic hourglass bottle in his unmistakable red suit, with white beard, and twinkling eyes. The heavy use of Coca-Cola's signature red colour not only aligned with the festive theme but also subtly reinforced the connection between the brand and the holiday season.
These iconic illustrations became an integral part of Coca-Cola's holiday advertisements, gracing billboards, magazines, and later, television screens. Sundblom continued to craft these images for the next 30 years, contributing significantly to the lasting association between Coca-Cola and the modern interpretation of Santa Claus.
While Coca-Cola undeniably played a transformative role in popularising and cementing the modern image of this beloved figure. It is crucial to dispel the common misconception that the world's largest beverage company actually invented Santa Claus. The red suit and white beard were already established features of Santa's persona before Coca-Cola's involvement and were not a result of a ‘Coca-Colarisation’ of the character. However, the company's marketing brilliance lies in creating a consistent and universally accepted depiction of Santa Claus that resonates across cultures and generations.
The fascinating connection between Coca-Cola and Santa Claus serves as a captivating case study of how bold design and strategic marketing can influence and enhance cultural traditions. And, whilst Coca-Cola's strategic involvement did not invent Santa Claus, it did significantly contribute to shaping the widely accepted image we cherish today. So as we all revel in the festive season, let us be thankful for the rich tapestry of history, culture that has collectively given us the enduring and beloved figure of Santa Claus, forever intertwined with the magic of Christmas. And let us also acknowledge the power of design to shape and transform how we see and understand the world and everything in it.
Merry Christmas and a happy New Year.