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Aryan Raj

Stealth • 7m

In the 1920s, Coca-Cola faced a challenge: how to promote its beverage during the winter months when sales typically dipped. To address this, the company turned to advertising and hired artist Haddon Sundblom in 1931 to create a series of illustrations for its holiday campaigns. Sundblom's most iconic creation was his depiction of Santa Claus enjoying a bottle of Coca-Cola. Prior to this, Santa's appearance varied widely in popular culture, ranging from a stern disciplinarian to a gnome-like figure. Sundblom's portrayal depicted Santa as a jolly, rosy-cheeked character with a white beard, red suit, and a hearty laugh. The Coca-Cola Santa Claus quickly became ingrained in popular culture and synonymous with the holiday season. The image was used in print advertisements, billboards, and eventually on television commercials. Coca-Cola's marketing campaign helped solidify the modern image of Santa Claus that is still widely recognized today.

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