Christmas is synonymous with love, joy, and one more thing—the cheerful, jolly man who has been part of our childhood for as long as we can remember. No matter how old we get, the sight of Santa still stirs up that childlike wonder—whether it’s in festive ads, decorations glowing on streets, or someone dressed in the iconic red suit. Santa has a way of making us believe in magic, all over again.
That same magic unfolded for a little boy in the late ’90s—one you may recall from a beloved Coca-Cola commercial. He was the first to spot the bright red trucks rolling into town, bringing with them the unmistakable spirit of Christmas. Excited, he ran all the way to the bell tower, ringing it with all his might to announce their arrival. But by the time he returned, the procession had already passed. The look of disappointment on his face was universal; anyone watching felt it too. Yet, just as hope seemed lost, the last truck rolled by, revealing a familiar bottle—like magic. The boy’s smile returned, but it was the winking Santa on the truck that lingered in everyone’s hearts.
That is the thing about Coca-Cola and Santa. It is not just the red and white. It is the nostalgia that comes alive every season. It is the rosy cheeks, snowy beard, and jovial demeanor. It is Santa that embodies the spirit of the season. The much-loved image of Santa we cherish today owes much to Coca-Cola.
This holiday season seems like the perfect timing and setting to take a glimpse through the rich history of Santa Claus, exploring how Coca-Cola played a pivotal role in creating the modern-day Santa and celebrating other memorable Christmas moments from the brand.
The Origins of Santa Claus
The legend of Santa Claus can be traced back to the 4th century with St. Nicholas, a Greek bishop known for his acts of charity, particularly towards children and the poor. His legacy of gift giving laid the foundation for the modern Santa Claus. The name “Santa Claus” though evolved from the Dutch word “Sinterklaas” which was based on St. Nicholas and his charitable deeds. By the late 18th century, Dutch families celebrated St. Nicholas in New York, and his image began to shift from a solemn bishop to a more jovial figure associated with Christmas festivities.
This transformation of Santa continued throughout the 19th century, influenced by various literary works. One significant piece was Clement Clarke Moore’s poem ” Twas the Night before Christmas” published in 1823, which introduced many elements of the Santa mythos we recognize today, such as his sleigh and reindeer. Moore’s depiction of a plump, cheerful man in a red suit set the stage for the Santa we recognize today.
Coca-Cola and the Reinvention of Santa Claus
Before Coca-Cola’s involvement, Santa Claus had been depicted in various ways—sometimes as a tall gaunt man and an elf —there was even a scary Claus. However, this changed dramatically in 1931 when Coca-Cola commissioned illustrator Haddon Sundblom to create a series of advertisements featuring Santa Claus where he drew inspiration from Moore’s poem. Those paintings established Santa as a warm, happy character with human features, including rosy cheeks, a white beard, twinkling eyes and a red-and-white suit, a color scheme that coincidentally matched Coca-Cola’s branding solidifying this association in popular culture. While other depictions of Santa existed, Sundblom’s version resonated deeply with the public, embedding itself in collective joyous memories.
These advertisements were not just illustrations; they told stories. Santa appeared in cozy living rooms, sharing a Coke with children, and even enjoying a refreshing sip himself after a long night of delivering gifts. The message was clear: Coca-Cola was not just a beverage; it was part of the holiday magic.
A Toast to Coca-Cola’s Christmas Magic
Coca-Cola’s Santa became a cultural icon, appearing in annual holiday campaigns for over three decades. One of the most memorable campaigns featuring Santa Claus was the 1940 ad that depicted him holding a bottle of Coca-Cola while mischievously raiding the refrigerator. This playful portrayal further endeared Santa to audiences intertwining his association with Coca-Cola and Christmas.
Even today, Coca-Cola’s “World Needs More Santas” campaign continues to inspire with its powerful message of kindness and generosity. The ad itself beautifully illustrates the idea that Santa’s spirit is not just for the holiday season but is something we can all embody in our daily lives. In this heartwarming commercial, viewers are taken through a series of scenes where groups of Santa Clauses—each acting out small, yet meaningful acts of kindness—help one another in simple, but profound ways. From sharing the last bottle of Coke in a vending machine, to hailing a cab for a person with their hands full, to holding the door open for someone on a crowded train, these Santas embody the spirit of giving that defines the season.
As the ad unfolds, the viewer is taken on a beautiful transition from these iconic scenes of holiday cheer to real-life moments, revealing that these “Santas” were not just holiday figures. They were everyday people who chose to share kindness and love, bringing their own version of Santa’s joy into the world. The beauty of the ad lies not just in its visuals, but in the message it sends—that anyone, anywhere, can channel their inner Santa and spread a little bit of magic in the world.
Coca-Cola’s relationship with Christmas is a testament to the brand’s ability to create lasting traditions. As we sip on a bottle of Coca-Cola this season, let us remember the joy and kindness that Santa represents. After all, the magic of Christmas lies not just in the presents or the decorations, but also in the moments of connection and generosity that bring us closer together.
So, here’s to Coca-Cola—for reminding us that the world could always use more Santas.
