The Globalisation of Christmas

Marketing, Nostalgia, and the Evolution of a Cultural Phenomenon

As Christmas has evolved into a global cultural event, it has become inextricably tied to marketing, branding, and consumerism. Nowhere is this more evident than in the United States, where Santa Claus, Coca-Cola, and holiday advertising have come to define the festive season. This deep dive explores how the 21st-century Christmas has been shaped by clever marketing, historical evolution, and enduring traditions.

This episode is based on Chapter 5 of Episode 9 of the Marketing Made Clear Podcast: “Marketing Christmas“. You can listen to this Chapter from 35:25 of the episode below.

The Marketing Made Clear Podcast

This article features content from the Marketing Made Clear podcast. You can listen along to this episode on Spotify:

Santa Claus and the Coca-Cola Connection

One of the most iconic symbols of Christmas, Santa Claus, owes much of his modern image to Coca-Cola’s marketing campaigns in the early 20th century.

The Making of Modern Santa Claus

While the character of Santa Claus has roots in the European legends of Saint Nicholas, the Dutch Sinterklaas, and the Norse Julenisse, it was Coca-Cola that cemented his current image. Please note: cemented is the operative word – it is a misconception that they created the modern Santa Claus.

  • Early Depictions: Santa Claus was inconsistently depicted in 1920s advertising, combining various folklore elements.
  • Haddon Sundblom’s Red-Suited Santa (1931): Coca-Cola commissioned artist Haddon Sundblom to create a standardised Santa. Sundblom, inspired by Clement Clarke Moore’s poem “A Visit from St. Nicholas”, portrayed Santa as a jolly, rotund figure dressed in red, associating him with warmth, generosity, and Coca-Cola. Sundblom’s Scandinavian heritage also influenced his design, tying back to Norse folklore.

This cheerful Santa became synonymous with Christmas, spreading globally through Coca-Cola’s advertising campaigns in magazines and later on television.

Coca-Cola’s Christmas Campaigns: A Marketing Masterstroke

Coca-Cola’s impact on Christmas didn’t stop with Santa Claus. Their creative marketing made them a key player in modern holiday traditions.

The Coca-Cola Christmas Truck

In 1995, Coca-Cola introduced its iconic “Holidays Are Coming” advert featuring glowing red Coca-Cola trucks driving through snowy landscapes.

  • Emotional Resonance: The campaign tapped into feelings of anticipation and nostalgia, with many associating the advert’s arrival with the start of the festive season.
  • Global Reach: The trucks became symbols of Christmas, even touring cities worldwide as part of promotional events.

Through clever advertising and consistent branding, Coca-Cola inserted itself into the fabric of Christmas traditions—a remarkable feat for a soft drink company.

The Commercialisation of Christmas

While Christmas has always been a time of giving, the 20th and 21st centuries saw it transformed into a season dominated by shopping and gift-giving.

The Rise of Consumer Culture

The economic boom of the mid-20th century made mass consumption a central part of Christmas. Brands began creating holiday-specific products, and advertising campaigns encouraged spending.

  • Black Friday and Cyber Monday: These shopping phenomena highlight the commercial nature of modern Christmas, with retailers offering deals to kick off the season.
  • Advertising and Emotional Marketing: Companies use nostalgia, family themes, and the magic of the season to emotionally connect with consumers.

The Evolution of Traditions

Modern Christmas draws heavily on traditions that have evolved over centuries.

Christmas Crackers

British confectioner Tom Smith invented Christmas crackers in 1847 after being inspired by French bonbons. He added the iconic “crack” sound to mimic a log crackling on a fire, creating a uniquely British festive tradition.

Jingle Bells: Not Just for Christmas

Interestingly, the song Jingle Bells wasn’t written for Christmas at all. James Lord Pierpont composed it in 1857 as a Thanksgiving song celebrating sleigh races in Massachusetts.

  • Historical Fun Fact: Jingle Bells became the first song broadcast from space in 1965 when astronauts on Gemini 6 played it with a harmonica and bells.

Historical Tidbits: The Quirks of Christmas

Christmas is packed with fascinating historical quirks that remind us how much the holiday has evolved.

Christmas Was Once Banned

In the 17th century, Puritans in England and some American colonies outlawed Christmas, seeing it as too indulgent and un-Christian due to its ties to pagan traditions. In England, Christmas was banned from 1647 to 1660 under Oliver Cromwell’s rule.

Creepy Victorian Christmas Cards

Victorians, known for their dark sense of humour, sometimes sent Christmas cards featuring bizarre imagery like frogs fighting or eerie clowns. While this trend has faded, it remains a curious footnote in holiday history.

Community, Inclusion, and Modern Messaging

In recent years, Christmas campaigns have evolved to focus on broader themes of inclusion, giving, and community. Advertisers and brands now aim to reflect the diversity of modern audiences while maintaining a connection to nostalgic traditions.

Nostalgia Meets Progress

  • Coca-Cola continues to use its classic Santa imagery while adapting its campaigns to resonate with contemporary values.
  • Brands increasingly highlight themes of kindness, inclusivity, and environmental consciousness, aligning with modern consumer priorities.

Conclusion: A Season of Emotion and Evolution

Christmas in the 21st century is a blend of timeless traditions and modern marketing genius. From the Coca-Cola Santa to the glow of the Christmas truck, brands have played an extraordinary role in shaping how we experience the holiday.

While some may lament the commercialisation of Christmas, its enduring appeal lies in its ability to adapt and resonate with each new generation. Whether it’s through iconic adverts, nostalgic songs, or the simple joy of sharing a meal with loved ones, Christmas remains a season that captures the imagination and hearts of millions around the world.

So next time you see the Coca-Cola truck roll onto your screen or hear Jingle Bells in a crowded shop, remember the fascinating history that brought us here—and the remarkable power of storytelling and marketing to create a tradition.