Santa Claus: The Story Behind the Most Successful Marketing Campaign Ever

When you think of holiday marketing, what image comes to mind first? For many, the answer is Santa Claus, the jolly, bearded man in a red suit that’s now synonymous with gift-giving, joy, and Christmas cheer. 

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Santa might have originated from folklore, but he’s now transcended into one of the most enduring and powerful symbols in marketing. Brands all over the world use Santa’s cheerful image to create emotional connections with consumers, drive engagement, and increase sales during the Christmas season. 

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But who invented Santa Claus and why has this figure become such a powerful icon? We have answers for you! Let’s explore how Santa Claus evolved from legend to the face of one of the most successful marketing campaigns in history.

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Who Invented Santa Claus and Why?

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No one can really claim to have invented Santa Claus. He’s a composite character based on various folklore and legends, most notably Bishop Nicholas of Myra, a 4th-century Christian saint, and Sinterklaas, a Dutch folklore figure (who is also based on Saint Nicholas). 

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However, the Santa Claus in a red suit and white beard that brands use for holiday marketing does have an originator. We can largely attribute modern marketing’s Santa Claus figure—round belly and all—to Thomas Nast, a German-American editorial cartoonist from the 19th century. 

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Clement Clarke Moore inspired Nast’s iteration. Nast referenced Moore’s poem A Visit from St Nicholas (better known as “Twas the Night Before Christmas”) which described Santa with “cheeks were like roses, his nose like a cherry!” 

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His drawings were published in Harper’s Weekly as a way to memorialize the sacrifices of Union soldiers during the Civil War. His Santa wore a star-covered coat and striped pants to deliver gifts to Union soldiers.

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Image Source: Shutterstock

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The Evolution of Santa as a Brand

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We know who invented Santa Claus and why, but how did this figure evolve from a cartoon character to a worldwide holiday symbol? Believe it or not, the answer is Coca-Cola. 

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While Coca-Cola didn’t invent Santa, their Santa Claus marketing campaign did play a massive role in popularizing the Father Christmas we know today. This happened through a series of marketing campaigns that lasted decades.

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Coca-Cola’s Early Santa Claus Marketing

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The Coca-Cola Company has used Santa in their Christmas campaigns since the 1920’s. Their first ads featured a strict-looking Santa Claus in line with Nast’s illustrations. 

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In 1930, the beverage company hired Fred Mizen to paint a department store Santa drinking a bottle of Coke. His painting was used in their print ads that season.

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Haddon Sundblom and the Modern Santa

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The following year, they commissioned Haddon Sundblom to paint Santa Claus himself—not a man dressed as one. The series of illustrations he worked on between 1931 and 1965 also drew inspiration from Moore’s description. 

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Outside the dark context of Civil War propaganda, Sundblom’s Saint Nicholas became a relatable, grandfatherly character who enjoyed simple pleasures—like drinking an ice-cold Coca-Cola while delivering presents around the world. He was so relatable, in fact, that his image effectively standardized and cemented how people around the world envisioned Santa Claus and the Christmas season.

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Santa Claus Today: A Marketing Icon

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These days, people aren’t really asking “Who invented Santa Claus and why?” anymore. Santa has become inseparable from Christmas traditions and marketing around the world. His image appears everywhere during the holiday season, from Santa hats and costumes to holiday-themed merchandise.

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Brands use his likeness in commercials, packaging, and digital media. Retailers often employ event marketing through “Santa meet-and-greet” events to attract families, while other brands, continue to integrate Santa into their seasonal campaigns. He’s Father Christmas in all but name, and marketers are taking advantage!

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Santa’s Impact on Consumer Behavior

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Coca-Cola’s Christmas ads prove that Santa sells, but why? It’s because the image of Santa Claus evokes feelings of nostalgia, warmth, and joy—and emotions drive purchases. 

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At the heart of any marketing success is emotional connection, and Santa warms everybody’s hearts. As an icon of gift-giving and holiday cheer, Santa Claus lends instant sentimentality to every brand he represents. 

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But the real gift of Santa Claus marketing is brand association. When Coca-Cola decided to use Santa for their holiday advertisements, they didn’t just use his image to boost seasonal sales. They aligned their brand with the values he represents. Santa’s jovial demeanor and timeless charm became an extension of Coca-Cola’s identity, linking the brand to shared moments of happiness and celebration.

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Santa Claus Marketing Examples

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Coca-Cola isn’t the only brand connecting Santa Claus with holiday marketing. Santa is a vehicle for storytelling and emotional engagement, and here are the brands that have done it best:

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Macy’s

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Macy’s Thanksgiving Day Parade prominently features Santa Claus as the grand finale of their annual event to mark the start of the holiday season. It’s an enduring marketing success that reinforces Macy’s branding as a holiday destination.

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Duluth Trading Company

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Duluth Trading Company understands that delivering presents to kids all over the world isn’t a one-man job, so their 2020 holiday campaign uncloaked Santa’s better half, the “real” Mrs. Claus. They even made a children’s book to add to the immersion and market their women’s clothing line.

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M&Ms

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“Who invented Santa Claus and why?” is not a question M&M answered in their holiday commercial from 1996. Instead, they had Santa wondering if the M&M characters were real, leading him to faint in surprise when he came across them.

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Image Source: Shutterstock

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Lessons for Brands and Modern Marketers

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The historical marketing success of Santa Claus offers valuable lessons for modern marketers. Here are some key takeaways:

• Focus on building emotional connections with your audiences. Consumers don’t use logic to make purchases, they’re driven by what they feel. Make them feel things for your brand, and they’ll be more likely to engage and convert.
• Align your brand with trustworthy values. Santa represents honesty, generosity, and trustworthiness. When using influencer marketing, take care to choose brand ambassadors with values that your audience wants to be associated with. 
• Create immersive experiences. Santa's presence at parades and meet-and-greets helped contribute to his reputation among consumers. By offering immersive experiences that support your brand messaging, you can engage your audience and make lasting impressions.
• Connect with your audience through storytelling. Santa’s story is timeless. Create stories to humanize your brand and help build a narrative your consumers can relate to. 

Create Your Own Marketing Legend With Concierge Club

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“Who invented Santa Claus and why?” matters less than what his marketing success story teaches us about a brand’s potential to create lasting impressions that resonate across generations. Santa Claus marketing works through powerful storytelling, imagery, and emotional connections, just like immersive experiences do.

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Concierge Club creates marketing magic through luxury experiences designed with your audience in mind. Our team of event and experiential marketing experts combine innovative thinking with flawless execution to craft moments that captivate, convert, and create lasting impressions.

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From holiday events to seasonal brand activations, we'll help you create your own marketing legend. Contact us today!