The Coca-Cola Santa Story

Santa's origin can be traced back to ancient Germanic folklore and the Norse god Odin. The modern character of Santa was embraced by America with the December 23, 1823 publication of Clement Clarke Moore's 56 line poem "A Visit from St. Nicholas," better known as "Twas the Night Before Christmas." Here is Moore's description of the jolly fatman:

 

As I drew in my head, and was turning around,
Down the chimney St. Nicholas came with a bound.
He was dressed all in fur, from his head to his foot,
And his clothes were all tarnished with ashes and soot;
A bundle of Toys he had flung on his back,
And he looked like a pedler just opening his pack.
His eyes—how they twinkled! his dimples how merry!
His cheeks were like roses, his nose like a cherry!
His droll little mouth was drawn up like a bow
And the beard of his chin was as white as the snow;
The stump of a pipe he held tight in his teeth,
And the smoke it encircled his head like a wreath;
He had a broad face and a little round belly,
That shook when he laughed, like a bowlful of jelly.
He was chubby and plump, a right jolly old elf,
And I laughed when I saw him, in spite of myself

 

Bavarian immigrant Thomas Nast became America's first political cartoonist. He is responsible for creating the American image of Santa Claus on January 3, 1863, for the illustrated magazine Harper's Weekly. In an wooden engraving named "Santa Claus in Camp," the mythic figure is presenting gifts to Union soldiers during the Civil War while wearing a costume patterned with patriotic stars and stripes. Santa manipulates a Jefferson Davis toy [effigy] dancing on the end of a string.

 

In 1881, Nast created the first of many Santa images based on the description in Clement's narrative poem. These illustrations were without the political and military context of his earlier work. With thirty-three Santa illustrations to his credit, Nast immortalized the figure of Santa Claus we are familiar with today.

Muskegon born Michigan artist Haddon Sundblom painted the iconic image we now recognize as the modern Santa Claus, for the Coca-Cola company from 1931 until 1964. His friend was the original model for his Santa paintings. It is believed Sundblom made $1,000 for his first commission, good money during the Depression era.

 

 

Haddon Sundblom at work.

 

Sundblom's Santa images have appeared in Coke's print advertising, store displays, billboards, posters, calendars, and on television commercials. He helped make Santa the most recognizable and successful pitchman in advertising history.

 

Haddon Sundblom, Santa, and Playboy Magazine