Santa Claus' Origin and Coke

In 1931 Haddon Sundblom began thirty-five years of Coca-Cola Santa advertisements that popularized and firmly established this Santa as an icon of contemporary commercial culture.

Before that, Santa had been portrayed by dozens of artists in a wide variety of styles, sizes, and colors. However by the end of the 1920s, a standard American Santa—life-sized in a red, fur-trimmed suit—had emerged from the work of N. C. Wyeth, Norman Rockwell and other popular illustrators.

This Santa was life-sized, jolly, and wore the now familiar red suit. He appeared in magazines, on billboards, and shop counters, encouraging Americans to see Coke as the solution to "a thirst for all seasons." By the 1950s Santa was turning up everywhere as a benign source of beneficence, endorsing an amazing range of consumer products. This commercial success led to the North American Santa Claus being exported around the world where he threatens to overcome the European St. Nicholas, who has retained his identity as a Christian bishop and saint.

It's been a long journey from the Fourth Century Bishop of Myra, St. Nicholas, who showed his devotion to God in extraordinary kindness and generosity to those in need, to America's jolly Santa Claus, whose largesse often supplies luxuries to the affluent. However, if you peel back the accretions, he is still Nicholas, Bishop of Myra, whose caring surprises continue to model true giving and faithfulness.

There is growing interest in reclaiming the original saint in the United States to help restore a spiritual dimension to this festive time. For indeed, St. Nicholas, lover of the poor and patron saint of children, is a model of how Christians are meant to live. A bishop, Nicholas put Jesus Christ at the center of his life, his ministry, his entire existence. Families, churches, and schools are embracing true St Nicholas traditions as one way to claim the true center of Christmas—the birth of Jesus. Such a focus helps restore balance to increasingly materialistic and stress-filled Advent and Christmas seasons.