THE INFLUENCE OF COCA-COLA ON CHRISTMAS TRADITIONS
By: Frank Teichert, Curator – DITSONG: National Museum of Cultural History
When we think of Christmas, certain iconic images come to mind: twinkling lights, decorated trees, and without a doubt, the jolly figure of Santa Claus. However, few people are aware that Coca-Cola played a significant role in shaping how we perceive this beloved holiday icon. Over nearly a century, the soda brand has left an indelible mark on Christmas culture through its advertisements and imagery.
The Santa Claus we all love and remember as a child.
The Birth of the Modern Santa Claus
Before Coca-Cola’s involvement, Santa Claus was depicted in various ways, ranging from a stern bishop in religious robes to a whimsical elf-like figure. These interpretations were drawn from diverse cultural traditions, such as the Dutch Sinterklaas and the British ‘Father Christmas’.
St Nicolaas, the patron saint of Christmas.
In 1931, Coca-Cola commissioned artist Haddon Sundblom to create a series of Santa illustrations for their holiday advertising campaign. Sundblom’s Santa marked a shift from earlier portrayals, presenting Santa as a jolly, plump figure clad in a red suit with white fur trim — colours that conveniently matched Coca-Cola’s branding. This version of Santa exuded warmth, friendliness, and a sense of abundance, aligning perfectly with the company’s message of joy and refreshment.
Haddon Sundblom’s creation of Santa that became the iconic figure we know today.
Spreading the Image Worldwide
Coca-Cola’s global influence ensured that Sundblom’s Santa became a worldwide phenomenon. Featured in magazine ads, billboards, and store displays, this version of Santa Claus swiftly became the universal standard across cultures. The consistency and ubiquity of Coca-Cola’s campaigns solidified the image in the public imagination.
One of the early Coca-Cola adverts depicting Santa enjoying a cold Coke.
By the mid-20th century, Sundblom’s Santa had become so iconic that many people assumed Coca-Cola invented the character outright, which isn’t true. The modern Santa owes much to earlier influences, such as the 1823 poem A Visit from St. Nicholas (commonly known as The Night Before Christmas) and the 1863 illustrations by Thomas Nast. However, Coca-Cola’s contribution ensured that this version of Santa became the definitive one.
Thomas Nast’s 1863 depiction of Santa Claus.
Establishing Christmas as a Season of Cheer
Coca-Cola’s advertisements also played a key role in associating Christmas with certain emotional themes. The company’s campaigns often emphasized family togetherness, generosity, and nostalgia. By positioning its product as a companion to holiday celebrations, Coca-Cola reinforced the idea of Christmas as a season of joy and shared moments.
For example, the famous “Holiday Caravan” campaign, featuring brightly lit Coca-Cola trucks driving through snowy landscapes, became a hallmark of Christmas advertising in the late 20th century. The slogan, “Holidays Are Coming,” further cemented Coca-Cola as a harbinger of the festive season.
The Holiday Caravan Campaign.
Expanding the Brand Beyond Santa
Over the years, Coca-Cola has continued to evolve its Christmas advertising, while staying true to its roots. For example, campaigns featuring polar bears sipping Coca-Cola in snowy landscapes have become iconic. These ads maintain the themes of warmth and happiness, reinforcing Coca-Cola’s connection to the holiday spirit.
The Polar Bear Adverts that show warmth and happiness.
Conclusion
While Coca-Cola didn’t invent Christmas or Santa Claus, it undeniably played a pivotal role in shaping modern perceptions of the holiday. Through strategic marketing and evocative imagery, Coca-Cola helped establish Santa Claus as a global symbol of Christmas and tied its brand to the festive cheer we associate with the season. Today, it’s difficult to imagine Christmas without the rosy-cheeked, red-suited Santa Claus — or without Coca-Cola’s contributions to our holiday traditions.
Happy Holidays to all!
