Picture a jolly rotund, ruddy-cheeked, rosy-nosed, white bearded gentleman dressed in red jacket and trousers trimmed with white fur; who comes immediately to mind but Santa Claus. The contemporary appearance of Santa Clause as created by the Coca-Cola Company in 1931. Before artist Haddon Sundblom the image of Santa Claus varied from portly and short to tall and thin, even to an elf-like being.
Christmas 1931 the Year Santa Was Born?
But the Coca-Cola campaign of Christmas 1931 and for decades after was so strong the public’s image of Santa began to change into its present form. However, the colour of Santa’s garb is not related to the Coca-Cola brand colours but is attributed to American Civil War artist Thomas Nast who drew Santa for Harpers’ Weekly for thirty years. In that time Santa’s tunic and trousers went through a number of changes from the original buff or tope colour through the spectrum to its present white-trimmed red suit.
But when the Coca-Cola Company wanted to extend the summertime cola-drinking season to a year round activity Sundblom turned to the 19th century poet Clement Clarke Moore and the description of Santa Claus in his poem A Visit From Saint Nicholas, written in 1822 for Clarke Moore’s family entertainment.
Twas the Night Before Christmas
Although attribution is contested, a in "A Visit From Saint Nicholas" (also known as T'was the Night Before Christmas) Clarke Moore described Santa as a stout gentleman with a snow-white beard, smoking a pipe, his cheeks crimson and round and his nose cherry red. Santa clutched a clay pipe that sent billows of smoke around his head.
The first appearance of the Coca-Cola Santa was in The Saturday Evening Post and other periodicals in the United States. Sundblom continued to draw the Santa until the early 1960s updating Santa’s image as appropriate. According to the Coca-Cola Company archives Santa was once shown delivering presents in a rocket.
The Coca-Cola Santa continues to resonate with a powerful influence throughout the world, even in countries that don't widely celebrate Christmas and the mythical visit from St. Nick.
Models for Sondblum's Santa Claus
Every good painting has to have a model and Sundblom’s original model was a salesman friend Lou Prentiss. When Prentiss died in the early 1930s, Sundblom used himself as a model so later depictions were based upon the artist himself.
In the 1990s innovation took hold with the depiction of polar bears in Coke advertisements and continued to the early part of the 21st century.
Such was the popularity of Sondblum’s Santa that he even had a fan base who were eagle-eyed in spotting differences in the depiction. For instance in one campaign Santa was not wearing his customary wedding ring, prompting fans to write to the company asking what had happened to Mrs. Clause.
Origins of Santa's Red Suit
Although it is generally thought that Santa’s white-trimmed red suit is based on the Coca-Cola Company corporate colours, it is merely a fable. Santa’s attire was red and white before Coca-Cola adopted him for their Christmas campaigns; his clothes being attributed to Louis Prang.
Prang imported the British Christmas card tradition to the United States and one of his first Christmas cards showed Santa in the familiar red suit.
Indeed in many parts of continental Europe Santa to this day wears long, fur-trimmed coats that are anything but red. Blue and white are traditional colours in central and eastern Europe and he sometimes wears a wreath of golden leaves on his bare head.
But no matter what colour the costume the appearance of Santa Claus at Christmas time means only one thing - the season to be jolly has started.
John Howe - John Howe is a qualified nurse, lecturer and journalist, he has written extensively on health, travel and lifestyle in Asia and Europe.
