Running head: COCA COLA CLAUS

Coca Cola Claus Dustin Ellis Azusa Pacific University

COCA COLA CLAUS Coca Cola Claus Every American is familiar with the great red-suited man that is the bringer of good

tidings and gifts for the little ones, but is every American aware that Santa was invented by Coca Cola? The jolly old St. Nick that we know from countless images did not come from folklore, nor did he originate in the imaginations of Moore and Nast. He comes from the yearly advertisements of the Coca-Cola Company.("The Claus That Refreshes," 2008, figure 1) The skeptic might wonder how this could be, but with a careful inspection of history, we learn the reasons for such a creation. In the late 19th century, when Coca-Cola first started selling Coke, the beverage was touted as a tonic. The company promoted the featured ingredient of cocaine, or coca bean extract, which it said guaranteed a renewed self one with greater agility and acuity. Coca-Cola paid pharmacists a commission for the sale of this medicinal beverage if drug stores allowed Coca-Cola to install a carbonation tap on the premises. In the 1930s, Coca-Cola needed to re-evaluate its business prospects and consider how it was going to survive the Depression.(Gangadharan, n.d., para. 3,4) Coca-Colas sales began to slow especially during the cold winter months and the savvy business men at Coke realized that they needed a hook to break the public of believing CocaCola was only a drink that refreshed during the warm months of the year. So a brilliant idea was brought to life. In 1931 the company began placing Coca-Cola ads in popular magazines. Archie Lee, the DArcy Advertising Agency executive working with The Coca-Cola Company, wanted the campaign to show a wholesome Santa who was both realistic and symbolic. So Coca-Cola commissioned Michigan-born illustrator Haddon Sundblom to develop

COCA COLA CLAUS advertising images using Santa Claus showing Santa himself, not a man dressed as Santa.("Modern Day Santa Claus," 2012, para. 5) This 1931 ad campaign (see Appendix A) hit its mark and revitalized the Coca-Cola brand name. But it did more than just sell soda, in fact it changed the psyche of an entire nation and some would say the entire world. Since that time, the Coca-Cola Santa has become one of

the most beloved cultural icons and an anticipated part of the holiday tradition.(Adbranch, 2010, para. 2) Today we celebrate Christmas each year by taking our children to the mall for photos with Santa, light up giant inflatable Santas on our lawns, and watch shows on TV starring Santa. These and countless other expressions of Coca-Colas gift to the world are all part of a decidedly jolly holiday tradition, all because a soft drink maker decided that they needed to sell more sugar water to the public. So cheers to you Coca-Cola for inventing an icon that endures to this day.

COCA COLA CLAUS References Adbranch. (2010October 5, 2010). Coca-Cola Santa Claus 1931 - 1949 [Blog post]. Retrieved from http://www.adbranch.com/coca-cola-santa-claus-1931-1949/ Coke Lore: The History of the Modern Day Santa Claus. (2012). Retrieved from http://www.coca-colacompany.com/stories/coke-lore-santa-claus Gangadharan, S. P. (n.d.). Modern Santa Created by Coca Cola Corporation. Retrieved from http://www.jesus-is-savior.com/False%20Religions/Other%20Pagan%20MumboJumbo/santa-cola.htm Sundblom, H. (1931). The Pause That Refreshes [four color process]. Retrieved from http://www.adbranch.com/coca-cola-santa-claus-1931-1949/cocacola_the_pause_that_refreshes_1931/?disp=full The Claus that Refreshes. (2008). Retrieved from http://www.snopes.com/holidays/christmas/santa/cocacola.asp

COCA COLA CLAUS Appendix A

(Sundblom, 1931, figure 1)

Original Haddon Sundblom illustration of Santa Claus.