“Holidays are coming,” the bells are already ringing and that jingle in Coca-Cola commercials rings in our ears every winter. As it turns out, however, this is not the only thing we “owe” to Coca-Cola marketing people.

Where Did The Santa Claus We Know Come From

Who do you picture when you hear the name “Santa Claus?” Chances are, your imagination conjures up a plump, jolly old man with a white beard, dressed in a red suit trimmed with white fur, a hat on his head, and a sack full of presents. This image, which seems universal today, was not always the same. Our perception of Santa Claus is the result of years of influence from folklore, literature, and, in the last century, marketing. In particular, Coca-Cola’s campaigns in the 1930s played a key role in establishing the modern image of this figure, which has become one of the most important symbols of the holidays around the world.

The origins of the legend of Saint Nicholas date back to the 4th century. The figure comes from the life of Bishop Nicholas of Myra (present-day Turkey), who was famous for his kindness, generosity, and numerous miracles. According to legends, Nicholas helped the needy by giving them his wealth, and his deeds became the basis for a later cult.

In the Middle Ages, St. Nicholas became a popular saint in Europe, and his image evolved according to local traditions. In Holland, for example, he was known as Sinterklaas, and it was Dutch settlers who brought the figure to America in the 17th century, where he gradually began to take on a new, more secular character.

Literature and the Origins of the Modern Image of Santa Claus

A key moment in the history of Saint Nicholas was the publication of the poem in 1823 A Visit from St. Nicholas (also known as The Night Before Christmas) by Clement Clarke Moore. It was in this piece that the character of Santa Claus was described as a plump, jolly old man who traveled in a sleigh pulled by reindeer and delivered presents to children through a chimney.

In the mid-19th century, illustrator Thomas Nast also contributed to the creation of the image of Santa Claus, who created the first popular illustrations of Santa Claus in a costume similar to the modern one in Harper’s Weekly magazine. Nast also introduced such elements as Santa living at the North Pole and a workshop full of elves.

Birth of an Icon: Coca Cola and Its Campaigns

Although Santa Claus’ image was already approaching its modern form in the early 20th century, his iconic image, known worldwide today, was shaped by Coca-Cola. In the 1930s, the company, wanting to increase sales of the drink during the winter, invested in an advertising campaign that changed the holiday forever.

In 1931, Coca-Cola commissioned artist Haddon Sundblom to create a series of illustrations of Santa Claus to appear in the company’s advertisements. Sundblom created a jolly, plump old man with a white beard, dressed in a red suit with white fur trim. The colors of Santa’s suit matched those of Coca-Cola, further strengthening the brand’s identification with the holiday season.

Sundblom was inspired by Nast’s image of Santa Claus, but also by a friend of the artist who posed for his work. Ultimately, Sundblom created an image of Santa Claus that has become one of the most recognizable symbols of the holiday.

The Impact of the Coca-Cola Campaign on the Global Image of Santa Claus

Coca-Cola’s campaigns proved to be extremely effective and quickly established the image of Santa Claus as a jolly giver, associated with warmth, joy, and family. Advertisements depicting Santa with a bottle of Coca-Cola in his hand appeared in magazines, on billboards, and later on television, reaching millions of people around the world.

Coca-Cola not only shaped the image of Santa Claus but also contributed to its globalization. Thanks to Coca-Cola’s ads, Santa Claus became a recognizable figure in countries where he had not previously been part of the holiday traditions, such as Japan and Latin America.

Santa Claus as a Marketing Tool

Modern Santa Claus is not just a character from fairy tales or tradition, but also a powerful marketing tool. His image is used in almost every industry, from food to technology, to increase sales during the holiday season. Companies use Santa to build emotional bonds with customers, emphasizing values ​​such as joy, generosity, and family warmth.

Criticism of the Commercialization of Santa Claus

While the image of Santa Claus as a marketing symbol is widely accepted, there is no shortage of criticism. Some believe that the commercialization of this figure overshadows his original meaning and values, such as selfless help and the spirit of giving. The traditional, religious character of Santa Claus often gives way to a purely consumerist approach to the holiday.

Santa Claus in Pop Culture

In addition to marketing, the figure of Santa Claus has also become a part of popular culture. Movies, songs, books, and games often use his image as a symbol of holiday magic. The modern image of Santa, although deeply rooted in American culture, is universal and easily adaptable, making it incredibly attractive to different cultures and markets.

In summary

Saint Nicholas has come a long way from the bishop of Myra to the smiling old man in Coca-Cola ads. His modern image, although heavily influenced by marketing, still evokes the idea of ​​generosity and joy that accompany the holidays. Coca-Cola campaigns not only created an iconic image of Saint Nicholas but also contributed to the globalization of Christmas as a time of celebration and increased consumption.

Today, Santa Claus is more than just a traditional figure – he is a symbol that unites people around the world in the spirit of celebration, but also a perfect example of the power of marketing in shaping culture.

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