Coca-Cola didn’t just boost winter sales - it reshaped Christmas

In the 1930s, the company transformed Santa Claus from a loosely defined, often inconsistent character into the warm, red-suited, rosy-cheeked figure we recognise today. Through Haddon Sundblom’s iconic Coca-Cola ads, Santa became jolly, human, approachable, and unmistakably dressed in Coca-Cola red. What began as a clever marketing move to sell a summer drink in winter ended up defining the modern image of Santa Claus for generations.

Coca-Cola was originally created as a refreshing drink for those hot summer days, offering consumers a crisp, invigorating taste that quickly became associated with warmth, sunshine, and relaxation. However, as the brand grew, it faced a clear commercial challenge: sales dipped noticeably during the winter months. The product’s identity as a summertime beverage limited its profitability throughout the year. To overcome this, Coca-Cola needed a way to reposition itself — transforming the drink from a seasonal refreshment into a year-round staple. What followed would become one of the most influential and enduring marketing strategies in modern history.

In the 1930s, Coca-Cola made the bold decision to incorporate Santa Claus into its advertising. At the time, Santa had appeared in various forms across different cultures — sometimes tall and thin, sometimes elf-like, sometimes stern, but not yet the universally recognised figure we know today. Coca-Cola commissioned illustrator Haddon Sundblom to reimagine Santa in a way that aligned with the brand’s warm, friendly identity. The result was the iconic, rosy-cheeked, bearded Santa dressed in red and white, joyfully enjoying an ice-cold Coca-Cola.

This creative move achieved far more than simply boosting winter sales. It reshaped the way the world visualised Santa Claus. Sundblom’s illustrations were rich, warm, and full of life. Santa wasn’t simply delivering gifts; he was pausing for a break, sharing a moment of refreshment, and becoming relatable to people of all ages. By placing a bottle of Coca-Cola in Santa’s hand, the company cleverly bridged the gap between a cold drink and a cold season. If Santa, the symbol of winter cheer, could enjoy a Coke, then so could everyone else.

The campaign helped Coca-Cola reposition itself from a seasonal treat to an everyday pleasure. Families began associating the drink with warmth, celebration, and togetherness rather than merely refreshment in the heat. The brand successfully tapped into the emotional depth of the holiday season, connecting its product with joy, nostalgia, and the magic of Christmas. Sales soared in the winter months, transforming what was once a commercial problem into a cultural triumph.

Coca-Cola’s Santa campaign also cemented the brand’s identity as a global storytelling powerhouse. Instead of selling a product, the company sold a feeling, one that transcended weather patterns and consumer habits. This was marketing at its most visionary: changing perceptions not by altering the drink itself but by shifting its meaning in the public imagination.

Today, nearly a century later, the association between Coca-Cola and Christmas remains as strong as ever. The annual holiday adverts, Santa imagery, and the iconic Coca-Cola Christmas truck have all become beloved fixtures of the festive season. What began as a clever solution to a sales slump evolved into one of the most enduring and successful branding strategies of all time.

In essence, Coca-Cola didn’t just create a winter advertising campaign; it reshaped global culture. It transformed Santa into a symbol warmly linked to its brand and, in doing so, ensured that Coca-Cola would be enjoyed not only on hot summer days but throughout the entire year.