Did Coca-Cola Invent Santa Claus?

by: Grant Gooding

Read Time: 3 minutes

There is a claim that Coca-Cola invented Santa Claus to boost sales, and when I first heard it, I secretly wanted it to be true. If it was, it might be the single most brilliant marketing and advertising campaign in history. At first, it seemed unlikely, but the more I read and thought about it, the less far-fetched it seemed.

Marketing has a long history of shaping traditions we now take for granted. The Easter Bunny, originally a pagan tradition from Europe, made its way to the U.S. in the 1700s and now drives over $22 billion in annual spending, according to the National Retail Federation. Similarly, the tooth fairy was commercialized in the 1950s to promote books and pillows. So, is it really so far-fetched to think that a company as powerful and influential as Coca-Cola might have invented Santa Claus?

History

The history of Santa Claus is more fragmented than one might think. The reason he has several names, St. Nicholas, Father Christmas, and Santa Claus, was because his likeness was patched together by several traditions and stories throughout history.  

St. Nicholas

St. Nicholas, a 4th-century Turkish bishop, is perhaps the earliest inspiration for Santa Claus. He became renowned for his extraordinary generosity and kindness, particularly toward children. According to legend, he secretly dropped gold coins into the stockings of the poor, which were left drying by the fire at night.

His legacy was so cherished that December 6th was designated as his feast day, celebrated with gift-giving, especially for children. In the Netherlands, he became known as “Sinterklaas,” and the tradition of giving in his honor cemented his reputation as a symbol of kindness and charity. This enduring image laid the groundwork for the modern Santa Claus.

Father Christmas

“Christmas” was originally a festival—or at the very least, a celebration—filled with food, games, dancing, and merriment. However, during the English Civil War in the mid-1600s, the Puritans came to power in England and decided that Christmas festivities were far too…awesome. They believed the celebrations were pagan, promoted excess, and were not focused on God.  So, they banned Christmas altogether, along with all the joyful excesses associated with it. 

In response, a spirited resistance arose, fueled in part by clever marketing. To personify this movement, a character was created: a jolly old man dressed in green robes with a big white beard who embodied joy, generosity, hospitality, feasting, and humor. This figure was designed to inspire people to defy the Puritan ban and reclaim the festive spirit of Christmas. His name? “Father Christmas.”

Santa Claus

In the early 1800s in America, Dutch and English traditions began to merge, blending elements of both cultures. From Sinterklaas came the focus on children and gift-giving, while the feasting and celebration aspects were inspired by Father Christmas. Phonetically, the name “Santa Claus” emerged as an Americanized version of the Dutch “Sinterklaas.”

Surprisingly, many of Santa’s defining characteristics originated with a single man. In 1823, Clement Clarke Moore wrote the poem A Visit from St. Nicholas, where he described St. Nicholas as a “jolly old elf” (inspired by earlier Scandinavian depictions of Sinterklaas) who traveled in a sleigh pulled by reindeer and delivered toys through chimneys. These traits, introduced by Moore, became the foundation of Santa’s persona and have endured for generations. Today, this beloved poem is better known as The Night Before Christmas.

Coca-Cola’s influence

In the early 1920s, Coca-Cola faced a challenge: keeping sales strong during the colder months when soda was traditionally seen as a summer drink. To address this, the company brought on Archie Lee to lead their advertising efforts. According to legend, during a brainstorming session, Lee proposed focusing on Santa Claus as a way to “own” the holidays, noting that Santa’s family-friendly image aligned perfectly with Coca-Cola’s wholesome brand identity.

The first Santa-themed Coca-Cola ads hit the streets in 1931 when they commissioned an illustrator named Haddon Sundblom to create Santa ads. Sundblom based his depiction of Santa on his next-door neighbor, a retired salesman. The result was transformative: Sundblom’s art gave us the standardized Santa we know today—a plump, jolly, red-cheeked, white-bearded man in a red suit. Even Santa’s suit featured Coca-Cola’s patented red, cementing the brand’s influence on the modern image of Santa Claus.

The Verdict

So, did Coca-Cola invent Santa Claus? The short answer is no—Santa Claus existed long before Coca-Cola’s marketing team got involved. However, the long answer is – more than we probably think. While Coca-Cola didn’t create the idea of Santa, they were critically responsible for shaping the modern image we all recognize today.

Through their advertising, Coca-Cola gave Santa a persona that resonated deeply with the American public and eventually the world. They transformed him from a fragmented cultural figure into a cohesive symbol with consistent emotional appeal. Coca-Cola’s Santa became so iconic that it overshadowed other depictions, leaving an enduring legacy.

In many ways, Coca-Cola’s marketing genius blurred the lines between tradition and branding, demonstrating the power of advertising in shaping cultural icons. While Coca-Cola may not have invented Santa Claus, they transformed him into a global cultural icon—arguably one of the most recognized figures in human history.