You might find it interesting that my middle name is Candler. You may recognize the name as the first president (and the aggressive marketer) of Coca-Cola. Now you know my fascination with marketing.
There is an urban myth that Coke invented the modern-day Santa. Many organizations, including Snopes.com, insist that Coke did not invent the modern-day Santa. Coke may not have invented Santa Claus, but Coke certainly popularized and enfranchised the Santa we know and love. They helped kids of all ages identify the jolly old elf. In other words, Coke branded Santa Claus. Never underestimate the power of advertising.
Most people give Thomas Nast credit for ‘inventing’ modern-day Santa for his depiction of Santa Claus for Harper’s Weekly in 1863. So why do people believe Coke developed Santa? It is simple marketing: consistency, frequency and anchoring of messaging.
Coke began a major promotion using Santa in 1931 (drawn by Haddon Sundblom). The popular campaign that helped mark the official beginning of the Christmas season didn’t end until the mid 1960s. (Have you ever run a campaign for 30 years?) The ads reinforced the image, further honed the look, enfranchised Coke’s corporate color, and provided enough frequency so that all now know what Santa looked like and how he behaved — and of course, that he drinks Coke.
Coca-Cola archivist Phil Mooney believes that the myth about Coke creating the costuming is still relevent and reported today because Coke’s Santa illustrations still permeate American households.
Coke may not have invented Santa, but Coke sure helped make him what we believe today. Just like Mr. Candler didn’t invent Coke, but without him there would not be a mega corporation or a Coke store in Las Vegas.
The best thing Coke did was not to claim trademark rights or copyright the Santa figure. That was a big gift to us all.
http://www.thecoca-colacompany.com/presscenter/imageheritage.html
