Who does not know Santa Claus, a legendary figure originally from New Amsterdam? Santa Claus was a figure made to respect Saint Nicholas, a bishop in the 4th century. The depiction of Santa Claus was an illustration by Thomas Nast for Harper’s Weekly in 1863.
At first, Thomas Nast created Santa Claus in many colours such as red and purple, but then Coca-Cola did the huge campaign with Santa Claus as a mascot. Coca-Cola used two colours, red and white as official colours of Santa Claus. Since then, Santa Claus has been known to be colored red and white.
This transformation of Santa Claus’s image marked a significant turning point in popular culture, as Coca-Cola played a pivotal role in standardizing his modern depiction. By incorporating Santa Claus into their marketing campaigns, Coca-Cola not only solidified the association between the festive season and their brand but also helped shape the global iconography of Christmas. This evolution highlights the powerful intersection of tradition and commerce, with Coca-Cola leveraging the appeal of Santa Claus to create a universally recognized and cherished holiday figure.
The Influence of Coca-Cola on Red Santa Claus
According to The Coca-Cola Company, Coca-Cola asked Haddon Sundblom, an illustrator from Michigan, to create Santa Claus for Coca-Cola Advertisement. Sundblom’s version of Santa first appeared in 1931 in Coca-Cola advertisements in The Saturday Evening Post and regularly featured in that magazine, as well as in Ladies Home Journal, National Geographic, The New Yorker, and others.
The original oil paintings created by Sundblom were adapted for Coca-Cola advertisements in magazines, store displays, billboards, posters, calendars, and plush dolls. Many of these items have now become highly sought-after collectibles. Sundblom created his final version of Santa Claus in 1964, but for several decades thereafter, Coca-Cola advertisements continued to feature images of Santa based on Sundblom’s original works.
These paintings became some of the most valuable pieces in the company’s art collection and have been exhibited around the world, including at renowned locations such as the Louvre in Paris, the Royal Ontario Museum in Toronto, the Museum of Science and Industry in Chicago, the Isetan Department Store in Tokyo, and the NK Department Store in Stockholm.
The influence of Coca-Cola’s Santa Claus campaign extends beyond advertising, shaping the global perception of Santa Claus as a jolly, red-suited figure synonymous with Christmas cheer. This enduring image has transcended cultural boundaries, becoming a universal symbol of holiday joy and generosity. Today, Sundblom’s iconic portrayal of Santa remains a cornerstone of Coca-Cola’s branding and a testament to the power of visual storytelling in creating timeless traditions.
Santa Claus and His Little Reindeers
According to Britannica, Santa Claus is living in the North Pole with Mrs. Claus and their elves who help them make the gifts for kids around the world. In his little house, Santa Claus receives letters from kids who ask for Christmas’ gifts. After that, Santa Claus flies with his sleigh that is pulled by eight reindeers to send the kids’ gifts on earth.
The most interesting part of Santa Claus’ life is the existence of his nine reindeers. The reindeers appeared in a poem titled ‘Twas the Night Before Christmas’ written by Clement Clarke Moore in 1823. In the poem, only eight reindeers were told, without Rudolph.
Cited from CNN, Rudolph was introduced in 1939 in a story titled ‘Rudolph The Red-Nosed Reindeer’. In the story, Rudolph does not have friends because of his red nose. He is different from other reindeers’ and he was not allowed to join other reindeers’ activities, but one day, in the cloudy winter, other reindeers were lost and could not send the kids’ presents. Then, Santa Claus was thinking that Rudolph has a light-colored nose, so he asked Rudolph to lead the sled in a winter storm.
Talking about the reindeers, of course we could jump into the sleigh’s history. In 1822, Clement Clarke Moore created an ornament of Christmas, the one of them is the sleigh. The sleigh that Santa Claus uses to send the gifts around the world. This element was a combination between Germany and Norwegian legends. Moore wanted to create a Santa Claus that looks like a fairy or an angel who delivers gifts with a sleigh and puts them around a fireplace.
Santa’s Elves are Santa’s Helpers!
There’s no Santa Claus if there are no elves, their presence is really important because where are the gifts from if they are not making it? According to Did You Know, Santa Claus only has six elves who help him make the gifts for kids. In the Scandinavia era, elves were described as naughty yet kind depending on people’s perspectives. When Christmas was coming back popular in the 1800s, Scandinavian writers wrote stories about Christmas Elves.
The elves are children of Gryla and Leppaludi. History tells different numbers of elves, some of them said there are 13 elves, some of them said 9, and the rest said 6. The elves are really smart, especially when they help Santa Claus design the toys that kids or adults are asked for through letters.
They are Bushy Evergreen (the founder of making toys machine), Shinny Upatree (the oldest friend of Santa Claus), Wunorse Openslae (the one who creates Santa Claus’ sled and takes care of it), Pepper Minstix (the guardian of Santa Claus’ hometown), Sugarplum Mary (the head of sweets and the assistant of Mrs. Claus), the last one is Alabaster Snowball (the administrator of Naughty and Nice list).
On the other hand, a task that Santa Claus gets is to send Christmas gifts to the kids, but Santa Claus also has one rule. The rule is the kids should be nice and kind so that they will receive the presents, otherwise, the naughty ones will not. To get to know which one is nice and which one is naughty, Santa Claus has a list of them. Alabaster Snowball is the one who takes care of the list until Christmas day.
Santa’s Current Popular Portrayal
The modern depiction of Santa Claus has become a global symbol of Christmas, characterized by his jolly demeanor, round figure, and iconic red suit with white fur trim. He is commonly shown with a long, flowing white beard, a cheerful smile, and a twinkle in his eye that conveys warmth and kindness. This image has transcended its origins to become a universal representation of holiday joy and generosity.
Santa’s outfit, complete with a wide black belt and shiny boots, reflects a timeless design that evokes a sense of nostalgia and tradition. His portrayal as a giver of gifts, carrying a large sack filled with toys and presents, has cemented his role as the embodiment of the festive spirit. This visual has become ingrained in popular culture, with Santa appearing in various forms of media, from movies and books to decorations and advertisements.
Beyond his appearance, Santa Claus is celebrated as a figure who brings happiness and excitement to children worldwide. Stories of his magical sleigh, reindeer, and his journey to deliver gifts on Christmas Eve capture the imagination and reinforce themes of hope and generosity. His association with the holiday season makes him a cherished figure across diverse cultures, with regional variations adding unique touches to his lore.
The enduring appeal of Santa Claus lies in his ability to unite people through shared traditions and festive celebrations. His image serves as a reminder of the joy of giving, the importance of family, and the magic of the holiday season. As a cultural icon, Santa continues to evolve while remaining true to the values of kindness and goodwill that make him beloved by generations.
Petricia Putri Marricy
IG: @mricyls
E-mail: petriciamarricy@gmail.com
