How was Coca-Cola's modern image of Santa Claus created through advertising?

Speaking of which, many people mistakenly believe that Coca-Cola "invented" Santa Claus. This statement isn't entirely accurate, but Coca-Cola certainly played a decisive role.

Before Coca-Cola started depicting Santa Claus, his image varied widely. He could be tall or short, fat or thin, and even his clothing colors differed, with some wearing green robes and others brown. Back then, he resembled more of an elf or a gnome, and his image was not unified.

The turning point came in 1931. At that time, Coca-Cola wanted to boost cola sales in winter (as people previously thought of cola as a summer drink), so they decided to launch a marketing campaign. They commissioned an illustrator named Haddon Sundblom to draw a Santa Claus.

Coca-Cola's requirements were clear: they wanted a warm, friendly, plump Santa Claus who looked like a benevolent grandfather next door. Sundblom used a retired salesman friend as his model for the first version. Later, he even drew himself by looking in a mirror.

This version of Santa Claus was a huge success! He wore a vibrant red robe (conveniently Coca-Cola's color), had a white beard, always sported a kind smile, and held a glass of Coca-Cola, exuding immense warmth and approachability.

From then on, Coca-Cola featured Sundblom's Santa Claus in their Christmas advertisements every year. These ads were ubiquitous, appearing in various magazines and posters. Year after year, people saw this image of the red-suited, white-bearded, plump, jolly old man.

So, it can be said that Coca-Cola did not "invent" the character of Santa Claus, but they "shaped" and "defined" the most classic modern image of Santa Claus that we hold today. Through decades of powerful advertising campaigns, they promoted this specific image worldwide, making it a universal cultural symbol.