As Christmas Eve approaches, one iconic figure is popping up everywhere you look: Santa Claus. At least in Western countries, Santa Claus has shaped childhood memories and is a staple when it comes to Christmas.
But did you know that the man with the red cape, long white beard, and flying reindeer is made by Coca-Cola?
St. Nicholas: The Original Santa
The roots of Santa Claus go back a long way and begin with St. Nicholas, a bishop from the 4th century. Known for his generosity. He traveled around the country helping the poor and the sick. In the 18th century, St. Nicholas found his way into American popular culture when Dutch families in New York began celebrating the anniversary of his death. His Dutch nickname “Sinter Klaas” gradually evolved into “Santa Claus”.
Thomas Nast: Visualizing the Modern Santa
In 1881, the political caricaturist Thomas Nast created the first depiction of Santa Claus that corresponds to our modern image. He based his illustration on a poem. Nast drew Santa as a cheerful, rotund man with a white beard, a red suit, and a sack full of toys for children.
Coca Cola’s role in creating today’s Santa Claus
At this time we can say that Coca Cola did not invent Santa Claus at all, but in 1931 Coca Cola advertising agency hired the American illustrator Haddon Dunblom to design a new Santa Claus. They wanted to create a friendly and likable character wearing the brand’s colors red and white.
From 1931 to 1964, Coca-Cola commercials showed Santa handing out toys, reading a letter, and enjoying a Coke, as well as visiting children who stayed awake to greet him. The Coca-Cola Santa images were so popular that fans noticed and commented on changes in the advertisements. For example, a photo of Santa without a wedding ring prompted letters from concerned fans wanting to know what happened to Mrs. Claus.
Santa Claus Village
Coca Cola built a whole story around Santa Claus. He lives in Finnish Lapland, more precisely in Rovaniemi, where he spends the year making toys with the help of his elves. He receives letters from children asking for Christmas presents. On Christmas Eve, he takes his sleigh and reindeer to deliver the presents.
Some JU students had the opportunity to visit the Santa Claus Village during the Timetravels Lapland trip. Coca Cola does not own the village.
Here are some Impressions:
Alex, JIBS
“The whole place was marketed towards tourists, especially the food was expensive. But it was a nice place to take pictures and buy nice souvenirs for your family!”
Niclas, JIBS
“I was surprised at how big it actually is. It was pretty touristic and full of buses. You could take pictures with Santa Claus for money and buy lots of souvenirs. I really liked the idea of sending postcards to your loved ones from the North Pole.”
Nathalie, JIBS
“I was really excited when I arrived. The Village was so big, and all the lights and stores were so cute. Also the people who work there were dressed like elves. There was a lot of attention to the details, but you had to pay extra for most of the attractions.”
In summary, Coca-Cola did not invent Santa Claus. Rather, the company drew on existing images and popularized them. The story of Santa Claus is a fascinating mix of historical and cultural influences that became known around the world through a good marketing campaign.
Writer: Johna Reimers
