The story of the Coca-Cola Christmas ad and the image of Santa Claus

The good old Christmas commercial where everyone secretly sheds a tear. Last year we showed you some of our favourite Christmas TV spots, and today we're going to talk about Coca-Cola's Christmas advert - pioneers in poignant promotional videos.

🎅🏻 Santa Claus is undoubtedly one of the most recognizable symbols of the holiday - smiling, generous and dressed in red and white.

But few know that this modern image was largely shaped by one of the most successful marketing campaigns in history - Coca-Cola's Christmas ad. Since 1931, Coca-Cola hasn't just promoted its drink, it has created and established the modern vision of the good old boy.

This year, however, the company's Christmas ad sparked controversy - it was created using artificial intelligence (AI), which was not met with joy by everyone.

Let's take a look at how Coca-Cola has shaped the image of Santa, how their ads have changed Christmas marketing, and why their approach has sparked debate this year.

How did Coca-Cola shape the image of Santa Claus?

The story of Santa Claus begins long before Coca-Cola. The traditional image of St. Nicholas giving gifts to children has evolved over the centuries.

In the early 19th century, artists and writers began to describe Santa Claus as a good-natured old man with red cheeks and a broad smile, but his clothing and appearance still varied greatly from region to region.

The main changes that Coca-Cola introduces:

• The colour scheme: red and white - the colours of Coca-Cola - become staples of Santa's outfit.
• Personality: Sunblom presents Santa as a warm, generous and friendly man.
• The emotional connection: the ads show scenes of comfort and family happiness, with Santa often depicted in moments of joy and fun with children.

These items not only promote Coca-Cola, but also make Santa a cultural icon.

The Coca-Cola Christmas ad: evolution over the years

Coca-Cola is one of the pioneers in Christmas marketing. Over the years, their Christmas advertising has become so much more - it's a symbol of the festive spirit. Each year the campaign carries messages of kindness, shared moments and hope.

Coca-Cola's golden moments:

1931: The first illustrations of Santa Claus by artist Haddon Sunblom. This is the moment when the image of Santa Claus we know today was born. He's drinking Coca-Cola, he's smiling and he's bringing presents to children around the world.

1995: The advent of Coca-Cola's famous Christmas trucks that travel the world carrying the light of Christmas is another key moment in the development of the brand's advertising strategy. Here is the now familiar image of Santa Claus, and Coca-Cola trucks are synonymous with holiday cheer and joy.

2000: The "Believe in the Magic of Christmas" ad, which highlights the emotional charge of the holiday.

Coca-Cola's Christmas ad for 2024: Artificial intelligence in action

This year, Coca-Cola decided to use artificial intelligence (AI) to create its Christmas ad - a first of its kind for the company.

While truly innovative and visually impactful, the ad did not appeal to everyone.

Among the reactions the opinion that the TV spot has lost its traditional "human" spirit stands out.

Everything in the ad is there - the trucks, the bears, the Christmas cheer. Only the emotion is missing, the one that would make you shed two or three tears and make your soul feel sweet.

Like in this ad from 2020. Get your tissues ready.

How have Coca-Cola's ads changed Christmas marketing?

Coca-Cola laid the foundation for modern Christmas marketing that combines emotion, nostalgia and visual art. Their approach has several key elements that are still applicable today:

⭐️ Storytelling

Coca-Cola doesn't just sell product - they tell stories. Every Christmas ad has a clear message that resonates with the audience. This builds an emotional connection that is key to brand loyalty.

What we can learn:

• Tell a story that inspires. People remember the emotion the brand evoked, not the details of the product.

⭐️ Creating traditions

Coca-Cola Christmas trucks, the iconic Santa Claus and holiday slogans have become a tradition that people look forward to every year.

What we can learn:

• Create a recurring element in your campaigns that associates with your brand and brings a sense of familiarity and comfort.

⭐️ The power of visual marketing

Coca-Cola understands the power of visual art. Colors, composition and emotional scenes are the main focus of their ads. The use of red and white as primary colours not only reinforces the association with Christmas, but also reinforces the visual identity of the brand.

What we can learn:

• Put effort into the design and aesthetics of your campaigns. Colours, style and even font can communicate messages and imprint them in the minds of your audience.

⭐️ Brand over product

There are not many companies that have stayed at the top for so many years. Coca-Cola's marketing is ingenious because they don't sell a brown sugary drink, they sell the emotion that goes with it.

They sell a warm family feel at Christmas or a cool party with friends, and the actual contents of the bottle are irrelevant.

Coca-Cola didn't just promote their product - they created and cemented one of the most beloved symbols of the Christmas holidays. Their ability to tell stories, create traditions and evoke emotions makes them a leader in seasonal marketing.

Although their AI Christmas ad this year sparked debate, it demonstrates how even the most iconic brands can adapt to new technology. Time will tell whether this approach will be adopted by audiences in the future, but one thing is clear - Coca-Cola will always be a symbol of the festive spirit.