Painting of St. Nicholas of Bari (aka St. Nicholas of Myra)
Christmas has evolved quite a bit over the last couple of centuries. What was once a simple celebration of the birth of Christ is now a marketing juggernaut, thanks in large part to an advertising idea for a popular soda drink.
In Germany, the Christmas tradition told the story of Chistkind, meaning Christ Child, a heavenly angelic child who brought gifts to well-behaved children on Christmas Eve. After German immigrants came to America, the concept of Christkind evolved into Kris Kringle. Throughout Europe, another tradition tells of a character based on Saint Nicholas, a 4th-century bishop from what is now Turkey, known for his generosity and love of children. The legend merged with local folklore, and in the Netherlands, Saint Nicholas became “Sinterklaas,” who brought gifts to children in early December.
Father Christmas with the Yule Log, Illustrated London News, 23 Dec 1848.
Thomas Nast depicts Santa delivering gifts to the Union Army, Harpers 1863.
Meanwhile, in early America, Christmas celebrations varied greatly depending on the region where you lived. The Puritans of New England frowned upon the celebrations, considering them pagan and not following their strict religious beliefs. However, in the Southern and Middle Colonies, Christmas was embraced with feasts, dances, and social gatherings—a time for family and communities to enjoy the festive season.
American writer Washington Irving influenced the holiday, writing “Knickerbocker’s History of New York” in 1809. His satirical look at life in America included references to Saint Nicholas as a jolly, chubby figure flying over rooftops in a wagon. His depiction helped popularize the image of Saint Nicholas in American culture. In 1822, Clement Clarke Moore’s poem, “A Visit from St. Nicholas,” further solidified Saint Nicholas as plump and joyous, bringing toys to children by a reindeer-pulled sleigh. You know this poem as “The Night Before Christmas“. Still, early depictions of Saint Nicholas, or Santa Claus, varied widely. He was often described as a thin, stern man in attire ranging from a bishop’s robe to different-colored fur-lined coats.
In 1862, American cartoonist Thomas Nast was hired to do the front cover of Harper’s Weekly for their Christmas edition. Nast’s depiction of Saint Nick is credited as the modern depiction, yet he still didn’t come across as a soft, jolly figure.
Enter Coca Cola
Coca-Cola Advertising in 1890.
On May 8, 1856, pharmacist Dr. John Stith Pemberton made a syrup and took it down his Atlanta, Georgia, street to Jacob’s Pharmacy, which was combined with Carbonated water and sold as a soda fountain drink. According to Coca-Cola, Dr. Pemberton’s assistant Frank Robinson suggested the name and penned the now-famous trademark in his own unique script. That year, the first advertisement for Coca-Cola announced the soda as “Delicious and Refreshing.” Sales were modest, selling an average of nine drinks daily, primarily during warmer temps. Dr. Pemberton began selling off portions of the business, and just before his death, Asa G. Candler began buying rights to acquire complete control.
In 1892, Asa Candler incorporated The Coca-Cola Company in Georgia and authorized an advertising budget of $11,000. By 1895, Candler reported that Americans in every state and territory enjoyed the soda drink, just not year-round. In 1901, the advertising budget surpassed $100,000 for the first time, and the company began appearing in National Magazines in 1904. Two years later, bottling operations were established outside the United States in Canada, Cuba, and Panama. By 1911, the advertising budget had surpassed $1 million.
Through the next decade, Coca-Cola tried hard to convince people to drink soda year-round. Advertising relied heavily on Calendars, painted wall signs, pencils, and even napkins. Candler retired in 1916 to run for Mayor of Atlanta, and in 1919, the company was purchased by investors for $25 million. That same year, bottling plants opened in Europe. It wasn’t until 1921 that the first use of the slogan “Thirst Knows No Season” was used in an attempt to distance Coca-Cola from being only a summer drink. Throughout the 1920s, Coke’s advertising started using depictions of Santa. However, they still lacked the warmth of today’s Jolly Old Elf.
Enter Artist Haddon Sundblom
The pause that refreshes. 1931 Coca-Cola Advertisement by Haddon Sunblom.
In 1931, Coca-Cola teamed with artist Haddon Sunblom to link the soft drink to Christmas. That year, Sunblom created his first Illustration showing Santa pausing for a Coke. Sundblom’s portrayal of Santa was nothing short of revolutionary. Inspired by Clement Clark Moore’s 1822 poem “A Visit from St. Nicholas,” he painted a jolly, red-suited, white-bearded man with twinkling eyes and a kindly demeanor. This new Santa embodied warmth, generosity, and the joy of Christmas, resonating deeply with the public.
Coca-Cola magazine advertisement, 1937.
The ads appeared in magazines like The Saturday Evening Post and quickly became iconic. The campaign featuring Sundblom’s Santa was now firmly embedded into the American consciousness. By reimagining Santa Claus more softly and promoting him through widespread advertising, Coca-Cola gained the year-round appeal it was looking for.
Sunblom would continue to illustrate Santa for the company for the next three decades until 1964.
©Dave Alexander, Legends of America. November 2024.
Also See:
Early American Advertising: From Then ‘Til Now
Vintage Advertising Photo Print Galleries
Sources:
Coca-Cola
A Pictorial History of Santa Clause
Saturday Evening Post