The Shaping of Santa: How a Marketing Campaign Redefined Christmas

We shape our buildings, and afterwards our buildings shape us. – Winston Churchill

This quote perfectly illustrates how we influence the world around us, and how that world, in turn, influences us. Traditions, like Christmas, are not static; they evolve through decisions, often unintentionally altering their original meaning. The story of Santa Claus is a prime example.

The Holy Trinity

Santa Claus goes by many names: Santa Claus, Saint Nicholas, and Kris Kringle. This multiplicity raises a question: who exactly is this jolly figure?

• Saint Nicholas: This 4th-century Greek bishop from Myra (modern-day Turkey) was renowned for his secret acts of charity and gift giving (Foreshadowing). Legends tell of him providing dowries for impoverished girls who were going to be sold into prostitution. Rescuing innocent soldiers from execution. Notably, while he was known to wear red and was depicted as thin.
• Sinterklaas: This Dutch figure, derived from Saint Nicholas, is celebrated on December 6th with gift-giving. He’s portrayed in a long red cape over traditional bishop’s attire, accompanied by Zwarte Piet (Black Pete), a controversial character often depicted in Moorish clothing with a black painted face. Zwarte Piet’s role was to discipline naughty children.
• Kris Kringle (Christkindl): This European gift-giver emerged during the Protestant Reformation (16th-17th centuries), with Martin Luther shifting the gift-giving date to Christmas Eve. Christkindl is typically depicted as a child with blond hair and angelic wings, symbolizing the infant Jesus.

Coca-Cola’s Winter Campaign: A Turning Point

In the 1920s Coca-Cola had a problem. They faced a seasonal sales slump. While hugely popular in summer, sales plummeted during winter. To combat this, they sought to promote their beverage year-round.

Initially, Coca-Cola’s Santa imagery was based on Thomas Nast’s mid-1800s depictions: a larger man in a star-spangled jacket, striped pants, and a cap. However, in 1931, they commissioned artist Haddon Sundblom to create a more relatable and wholesome Santa.

Sundblom drew inspiration from Clement Clarke Moore’s “The Night Before Christmas,” which described Santa in red furs, descending chimneys to deliver gifts. From 1931 to 1964, Coca-Cola’s advertisements featured this now-iconic Santa, often pausing to enjoy a Coke while reading children’s letters.

This portrayal became so ingrained in popular culture that it became the definitive image of Santa Claus we know today.

The Power of Storytelling and Unintended Consequences

The modern Santa is a far cry from his origins. This transformation illustrates how adapting and omitting details can create a new narrative that becomes widely accepted.

Storytelling is a powerful tool. It can inspire positive change, but it can also be used for less noble purposes or lead to unintended consequences. We often encounter outdated practices at work simply because “that’s how it’s always been done,” regardless of efficiency or effectiveness.

We must challenge the assumption that tradition equates to correctness. When we lose sight of the original intent, other influences can subtly reshape our practices and beliefs.

We shape our goals and processes, but they, in turn, shape us. It’s crucial to ensure this shaping occurs for the right reasons.

Merry Christmas.