This is an excerpt from the bestselling book, Why Marketing Works. Jeff mined the history of marketing and history overall, to find stories that inform, warn, and inspire marketers today.
Coca-Cola has spent 130 years making its brand synonymous with happiness. And what’s a happier image than Santa Claus? According to the company’s website, Santa was first paired with Coke for an advertisement in the December, 1930 issue of The Saturday Evening Post. The ad shows kids admiring a department store Santa Claus who is enjoying a glass of the cola.
A year later the D’Arcy advertising agency developed a series of images envisioning the life of the “real” Santa Claus rather than a department store version. They mined Clement Clark Moore’s 1822 poem, “A Visit From St. Nicholas,” which begins with the famous line, “’Twas the Night Before Christmas.” Over the years, Coca-Cola’s Santa reviews lists, delivers toys, eats treats, and visits children, always while enjoying a Coke. Santa became a seasonal celebrity for the brand, gracing store displays, billboards, posters, and calendars.Read more