How Coca-Cola Shaped the Modern Image of Santa Claus

Few holiday traditions are as iconic as the modern Santa Claus, and it might surprise you to learn that Coca-Cola played a pivotal role in shaping his image. For many, the jolly, rosy-cheeked figure in a red suit has become synonymous with Christmas itself. But did you know that Santa’s modern look owes much of its creation to Coca-Cola? Let’s take a sleigh ride through history to see how this iconic image came to be.

The Santa Claus of Yesteryear

Before Coca-Cola’s influence, Santa Claus’s appearance varied widely. Some depictions showed him as a gaunt, almost ghostly figure, while others portrayed him in long robes akin to those worn by St. Nicholas, his European predecessor. His attire ranged from green cloaks to bishop-like garments, with no consistent style to define him.

Enter Coca-Cola

In 1931, Coca-Cola sought to connect its brand with the joy and warmth of the holiday season. To achieve this, they commissioned illustrator Haddon Sundblom to create a fresh image of Santa Claus for their holiday advertisements. Drawing inspiration from Clement Clarke Moore’s 1823 poem "A Visit from St. Nicholas" (commonly known as "The Night Before Christmas"), Sundblom envisioned a plump, cheerful Santa dressed in red—a color conveniently aligned with Coca-Cola’s branding.

The Birth of the Modern Santa

Sundblom’s Santa first appeared in Coca-Cola ads in 1931, and he was an instant hit. This depiction resonated with the public because it presented Santa as a warm, approachable figure who embodied the joy and generosity of the holiday season. His cheerful demeanor and festive red suit felt both aspirational and familiar, aligning perfectly with the cultural spirit of Christmas during the Great Depression, a time when many sought comfort and hope. This Santa was no ethereal spirit or austere saint. Instead, he was a joyful, relatable figure with twinkling eyes, a hearty laugh, and a love for sharing happiness (and Coca-Cola). The artwork depicted Santa drinking Coca-Cola, delivering toys, and engaging in heartwarming moments with children. These ads quickly resonated with the public, shaping a unified image of Santa Claus that transcended cultural boundaries.

The Cultural Ripple Effect

The impact of Coca-Cola’s Santa extended far beyond advertising. His depiction inspired countless cultural representations, from films like Miracle on 34th Street, which leaned into the image of a warm, approachable Santa, to children’s books that showcased his red suit and twinkling eyes as symbols of Christmas cheer. Holiday decorations, from mall Santas to festive ornaments, also mirrored Sundblom’s iconic design, further embedding this version of Santa into the global imagination. Sundblom’s depiction influenced books, movies, and even the designs of holiday decorations. By the mid-20th century, the red-suited Santa had become the universal symbol of Christmas cheer. Today, his image is so ubiquitous that many mistakenly believe Coca-Cola created Santa Claus entirely, rather than refining an existing tradition.

Coca-Cola and Christmas Lore

Coca-Cola didn’t just popularize Santa’s modern look—the brand cemented its place in Christmas lore. Through decades of holiday campaigns, Coca-Cola has maintained its association with warmth, nostalgia, and family. Even now, their iconic ads, such as the famous Coca-Cola Christmas trucks, continue to spread festive spirit worldwide. Over the years, these campaigns have evolved to incorporate diverse storytelling and modern imagery, such as animated polar bears and heartfelt family reunions, while still retaining the nostalgic charm of Sundblom’s original Santa. The enduring appeal of these ads reflects their ability to evoke both tradition and contemporary holiday joy.

The Legacy Lives On

Haddon Sundblom’s vision remains at the heart of how we celebrate Christmas. The cheerful Santa sipping a Coca-Cola is a reminder of how advertising can shape culture, sometimes in ways more profound than anyone could predict. As you sip your holiday beverages this season, take a moment to appreciate the artistry and ingenuity that turned Santa Claus into a global icon—and how Coca-Cola’s timeless campaigns helped shape not only his image but the very essence of holiday culture as we know it.

So, the next time you see Santa in his red suit, rosy-cheeked and smiling, remember that his journey from folklore to cultural icon owes a special nod to Coca-Cola. It’s a sweet reminder that even a soda can help bring the magic of Christmas to life.