Perhaps some of the most iconic holiday advertisements of the past century are Coca Cola's Christmas ads. The ubiquitous red associated with both Santa's suit and the classic coke can has become a symbol of season's tidings. Since the 1930s, Coca Cola has been using Christmas imagery to cement their beverage as a year-long refreshment, immortalizing Santa's signature look along the way.
It is often thought that Santa's red suit came from the red can itself, although depictions of the Jolly fellow in red have been popping up since the 19th century. It was, however, thanks to Coca Cola that red became the permanent colour of choice. As their Christmas ads expanded, so too did the wintery imagery used in the brand's seasonal marketing.
Generating the level of brand awareness Coca Cola has reached through its incredibly strategic marketing is no easy task. The power the holiday season has on advertising has long been used to make lasting connections with customers throughout the year. Not only is the Christmas season a chance to sell more, it is a chance to connect on a deeper level through sentimentality and nostalgia.