Coca-Cola, Disney, and Ford. All these companies have one thing in common: they use Santa Claus as a way to boost sales and increase their profits during the holiday season. They have been doing this for years, and the reason why this marketing plan works is simple yet powerful. For starters, the holiday season naturally evokes powerful feelings of joy, love, and nostalgia that companies are aware of and choose to capitalize on. They create commercials, product lines, or brands that are based around old St. Nick.
Santa Claus has been part of most people’s childhoods, bringing gifts on the fateful night with family around: laughing and having a jolly good time. The American Psychological Association stated that nostalgia is such a key factor in the holiday season because memories are reawakened and relationships with loved ones are renewed. The holiday season is associated with Santa Claus, family, and friends, which in turn allows nostalgia to blend into people’s feelings.
Coca-Cola is one of the very first companies to set a precedent for the Santa Claus marketing campaign. In 1931, Haddon Sundblom created one of the most iconic images of Santa Claus that has lasted to this day. A rosy-cheeked, smiling, plump Santa Claus, holding a bottle of Coca–Cola with a drumstick in the other hand, creates Santa’s lasting look of a warm and happy character.
Coca-Cola used this advertisement to inform customers that it isn’t just a summer drink but an all-year-round refreshing treat. Using their 1931 advertisement, their sales increased significantly, mainly because their drink was now being purchased during the winter rather than during the summer and spring.
The 1931 Coca-Cola Santa Claus advertisement is present to this day. This advertisement produces nostalgia and joy to consumers because, ever since they were young, they have seen the image of Sudblom’s painting of Santa Claus.
Today, Coca-Cola isn’t the only company that uses St. Old Nick as an advertisement. Many car brands, for instance, Ford, have created commercials using Santa Claus. Ford’s most recent commercial features Santa taking a nap after a long night of hard work using his Bronco. This commercial implies that the Ford Bronco can save the busiest man on earth time, and then it can certainly get you anywhere you need with time to spare.
To Ford, Santa Claus is a character to relate to. Everybody, at least once in their life, has been exhausted yet still responsible for their duties. With Santa Claus, not only do folks get the impression of nostalgia, but they also receive a person they can relate to, and Ford uses that to their advantage.
Lastly, Disney, one of the largest companies in the entertainment industry, uses Santa Claus. Disney has produced various shows and movies that feature Santa Claus. Almost every Disney Channel series contains at least one Christmas Special that has an old man in a red suit, flying across the sky in a sleigh.
There are also movies made just for the holidays. Home Alone is a prime example. The story begins with Kevin, the protagonist, who wishes his family would leave him alone. When his wish finally comes true, he becomes deeply saddened. To try and fix his mistake, Kevin travels to a “worker for Santa” and asks him to tell the real Santa Claus to bring his family back for Christmas. This movie debuted in 1990, instantly becoming a Christmas classic, earning over $285 million.
The Santa Claus movie franchise has also done well at the box office. Even when looking outside the Disney bubble, it is clear to see that a holiday movie based on Santa Claus does well. Not only are there countless options of movies to choose from for a family movie night, but each movie tells a relatable story.
Between movies, drinks, and cars, Santa Claus has made companies thrive under the cold weather and continues to do so. Companies that create commercials, brand deals, and product lines featuring Santa Claus generate larger profits and a significant boost in sales numbers.
