Post by Tessa Schellenberg, MBA

Yesterday I was working on getting my Christmas tree up. The seasonal decorations always glow, bring warmth, joy and memories. It’s a whole vibe and consumer brands know it; but, before holiday marketing was a thing, Coca-Cola created it. In 1931, illustrator Haddon Sundblom reimagined Santa Claus for Coca-Cola. His depiction of Santa with rosy cheeks, a red suit, jolly smile became the modern Santa we know today. For nearly a century, Coca-Cola has turned Christmas nostalgia into brand gold: - The Coca-Cola trucks rolling through snowy towns - The polar bears sharing a Coke - The “Holidays Are Coming” jingle that signals the start of the season A lot of these campaigns have become core Christmas memories for consumers. Why it works - Emotion over product — Coke sells a feeling, not a beverage. - Consistency — Familiar imagery returns every year, creating ritual and comfort. - Cultural ownership — Coca-Cola is now part of Christmas itself. What to watch for - Over-reliance on nostalgia can make campaigns feel repetitive. - Attempts to modernize the nostalgia come with the risk of losing the warmth that made the brand’s holiday storytelling iconic. Coca-Cola’s nostalgic success has created a timeless brand experience. Next week, we’re going to look at another brand that has done well to capitalize on the season with a red cup ritual. Any guesses which brand it will be? Let’s talk marketing strategies, reach out at [email protected]. #MarketingStrategy #BrandStorytelling #NostalgiaMarketing #CocaCola #ChristmasMarketing #HolidayCampaigns