Coca-Cola and Santa Claus: A Legendary Branding Partnership

Coca-Cola and Santa Claus share one of the most iconic branding relationships in modern history. While Santa Claus existed as a beloved cultural figure long before Coca-Cola, the beverage giant played a pivotal role in shaping the modern image of Santa and cementing him as a global symbol of holiday cheer.

In the early 20th century, depictions of Santa Claus varied widely. Some portrayed him as a tall, thin figure, while others leaned into the jolly, rotund persona we know today. It wasn’t until Coca-Cola commissioned illustrator Haddon Sundblom in 1931 to create a series of advertisements featuring Santa Claus that the modern image became widely popularized. Sundblom’s Santa was a plump, rosy-cheeked, grandfatherly figure dressed in a red suit trimmed with white fur, matching Coca-Cola's brand colors. This harmonious blend of imagery tied Santa to Coca-Cola inextricably and established the brand as a central part of the holiday season.

The initial Coca-Cola Christmas ads ran in The Saturday Evening Post and other popular publications, capturing Santa enjoying a Coke during his busy gift-giving rounds. These illustrations presented Santa as warm, approachable, and thoroughly human, further endearing him to audiences. The portrayal resonated so strongly that it became a cultural cornerstone, influencing how other companies and artists depicted Santa.

Beyond imagery, Coca-Cola successfully aligned its brand with the holiday spirit through these campaigns. The company didn’t merely sell soda—it sold joy, nostalgia, and a sense of togetherness. The association with Santa Claus transformed Coca-Cola from a beverage into a symbol of holiday celebration, enhancing its emotional connection with consumers.

Over the decades, Coca-Cola has continued to innovate its holiday marketing. From its iconic polar bear commercials to limited-edition holiday packaging, the brand has reinforced its seasonal appeal. However, the enduring partnership with Santa Claus remains its most impactful and enduring legacy.

The synergy between Coca-Cola and Santa Claus showcases the power of branding in shaping culture. By connecting their product to a universally cherished figure, Coca-Cola not only boosted sales but also became a part of holiday traditions worldwide. Today, it’s hard to imagine Christmas without the warm smile of Santa Claus—and a bottle of Coca-Cola to share in the celebration.