Buzz
Is Santa Claus with his jolly belly and iconic red-and-white attire a successful marketing campaign by Coca-Cola turned legend?
When it comes to Christmas, the biggest holiday in many Western countries, one cannot ignore Santa Claus. He's been every child's beloved companion for decades. Even those who don't follow the tradition eagerly await Santa's arrival to deliver gifts on Christmas Eve.
For years, rumors have circulated about Santa Claus being nothing more than a simple advertising creation by Coca-Cola. But is there any truth to this claim?
Coca-Cola's legendary advertising campaign
Indeed, Coca-Cola crafted an immensely successful marketing campaign around the image of Santa Claus. In the winter of 1931, the renowned soft drink company began featuring an image of a plump, white-bearded Santa Claus dressed in red attire and hat. This portrayal was the work of Swedish-American artist Haddon Sundblom. The depiction of Santa Claus was entirely new and copyrighted by both the artist and the brand that commissioned the artwork.
Santa Claus makes a cheerful appearance on posters and advertisements, earning positive reviews from customers for its joyful vibe. Since then, Coca-Cola has continued to use this imagery in subsequent Christmas seasons. Gradually, along with the growth of the soft drink company, this red-clad Santa Claus became deeply ingrained in the public consciousness. People began to see this as the definitive Santa Claus. So successful was this campaign that Coca-Cola ran it for over a decade.
It's worth noting that before Coca-Cola's Santa Claus emerged, there were other depictions of this character. Historically, Santa Claus originated from Saint Nicholas in Christian tradition. However, there wasn't a specific portrayal of Santa's appearance and attire at that time.
According to many historians, before Coca-Cola's Santa Claus came into being, Saint Nicholas appeared in numerous illustrations and textual descriptions wearing a bright red coat.
Coca-Cola's Clarification
On its official website, the renowned soft drink company stated: 'Coca-Cola did not create the legend of Santa Claus. However, our advertising played a significant role in shaping the jolly personality of Santa Claus as we know him today.'
Prior to 1931, there were various descriptions of Santa Claus worldwide, including a tall thin man and a gnome - there was even a frightening version of Santa Claus.
However, in 1931, Coca-Cola commissioned illustrator Haddon Sundblom to create Santa Claus for Christmas advertisements. These paintings depicted Santa as a warm, joyful character with human traits, including rosy cheeks, a white beard, sparkling eyes, and cheerful lines, always smiling. Sundblom drew inspiration for this portrayal from a poem written in 1822 by Clement Clark Moore titled 'A Visit from St. Nicholas,' commonly known as 'The Night Before Christmas'.
This means Coca-Cola didn't invent the legendary Santa Claus; rather, it's a character inspired by Saint Nicholas in Christian tradition. However, Coca-Cola's advertising significantly contributed to shaping Santa Claus into the iconic figure we know today, dressed in red, with a jolly belly and a smiling face.
'Coca-Cola's Santa Claus in this 'grandfather' style has captivated the public, and as our advertising spread globally, the perception of the most famous resident of the North Pole has forever changed,' a company representative stated.
Without Coca-Cola's hugely successful campaign, Santa Claus might have adopted one or more different or less popular images for Christmas.
Sources: Mirror, History
