Sodatheology - Part 6 : Christmas, Santa & Coca-Cola

Christmas just past 5 days ago...sure Mr. Santa just finish his jobs deliver the gift around the world and now maybe resting in tropical island enjoy the sunbath. This is the story of Mr. Santa and Coca-Cola.

Most people can agree on what Santa Claus looks like - jolly, with a red suit, white beard and pleasantly plump. But he did not always look that way. The image of Santa Claus ranged from big to small and fat to tall. Santa even appeared as an elf and looked a bit spooky.

Through the centuries, Santa Claus has been depicted as everything from a tall gaunt man to an elf. He has worn a bishop's robe and a Norse huntsman's animal skin. The modern-day Santa Claus is a combination of a number of the stories from a variety of countries. For example, the reindeer and sleigh are from Scandinavia, while the pipe and chimney are from Holland.

The Civil War cartoonist Thomas Nast drew Santa Claus for Harper's Weekly in 1862; Santa was shown as a small elf-like figure who supported the Union. Nast continued to draw Santa for 30 years and along the way changed the color of his coat from tan to the now traditional red.

The Coca-Cola Company began its Christmas advertising in the 1920s with shopping-related print ads in magazines like the Saturday Evening Post. The first Santa ads used a strict-looking Claus, in the vein of Thomas Nast.

Santa Claus made an appearance in our advertising again in 1930. Artist Fred Mizen painted a department store Santa in a crowd drinking a bottle of Coke®. The ad featured the world's largest soda fountain, which was located in the department store of Famous Barr Co. in St. Louis, Mo. Mizen's painting was used in print ads that Christmas season, appearing in the Saturday Evening Post on December 27, 1930.

In 1931, the Coca-Cola Company commissioned Chicago illustrator Haddon Sundblom to develop the image of a human-like Santa Claus, based on the positive public response to a magazine advertisement for Coca-Cola depicting such a character that appeared in late 1930. Prior to Sundblom's first rendition in 1931, people envisioned Santa Claus as leprechaun-like, or as a queer mixture of a gnome and a bishop. Over the next third of a century, Sundblom's Santa would be embraced by the public worldwide, and become a holiday tradition.

For inspiration in creating his Santa Claus, Sundblom turned to Clement Moore's 1822 poem "A Visit From St. Nicholas". Moore's description of the toy maker as "chubby and plump, a right jolly old elf" led to an image of Santa that was warm, friendly and human. Sundblom often used neighborhood kids, dogs and family members as models, changing their hair color, clothes, even genders to suit his subject. Sundblom's original model for Santa was his friend and neighbor Lou Prentice, a retired salesman. After Prentice died in the late 1940's, Sundblom would often find his model by looking in the mirror.

The remaining Santa paintings use Sundblom as his own model although he said he added the beard as he painted, rather than growing one.Haddon Sundblom painted 35 years of Santa portraits that were used in magazine ads and posters, and which now also appear in special exhibitions around the world."Of the thousands of pieces of art in our archives, none is as valuable as the Sundblom Santas," said Philip F. Mooney, the Company's archivist. "But their value goes beyond the worth of the paintings themselves."

Another one of Haddon Sundblom's famous creations for the Coca-Cola Company was the Sprite Boy, which was originally used to introduce the brand name Coke in 1942. The Sprite Boy wore either a soda-jerk's cap to promote fountain sales of Coke or a bottle cap to advertise bottled Coca-Cola. After 1949, the Sprite Boy would not appear with Santa again, and he disappeared altogether from advertising for Coca-Cola by 1958.

Haddon Sundblom, who died in 1976, created numerous illustrations used in advertising for Coca-Cola over the years, but is best known for the Santa and Sprite Boy characters.

Till then enjoy the Coca-Cola and Happy New Year 2006.