Did you know that Christmas, as we think of it today, is a result of powerful marketing by Coca-Cola in the 1930s? Such is the power of marketing – to embed one’s brand into the fabric and culture of a people.
Without going too deep into history and how Germany was Christianised, which is where the idea of a man with a white beard flying across the sky comes from, Santa is also derived from the bishop Sinterklaas (Saint Nicholas). He was well known for giving secret gifts to people, some of which include leaving coins in the shoes of those who left them outside. This explains why we wrap (secret) gifts and leave them under a “tree” (which is supposed to be outside)…
Santa Claus and Coca-Cola
The image of Santa is a mesh-up between a German god (odin) and the personality of Saint Nicholas. Although these images and traditions have always evolved, Coca-Cola, thanks to mass media, tattooed a new, and what seems to be a permanent image in our minds.
Here’s what happened.
In the 1920s, Coca-Cola had to promote their product to the masses during winter. They hired the painter, Haddon Sunblom to create a fresh new image of Santa Claus, who re-imagined the occasion of Christmas altogether. He put some weight on Santa, gave him a beard and rosy cheeks, and made him a cheerful old man.
Mind you, Santa looked very different before then. He was somewhat creepy, thin, lanky and wore a green coat and brown washed-out boots. Can you imagine? Brown tattered boots! He looked more like a burglar than the full-bellied, huggable teddy bear that we know today.
The artwork was accompanied by very clever copywriting and associative promotions which made Santa, Christmas and Coca-Cola a permanent feature in the fabric of Western society, and by extension our society.
Marketing Marketing Marketing
Dare I say, just like Nelson Mandela’s name, Christmas has become something like a patch of land where vultures swarm to peck off the weaknesses in men and women and drive them towards buying things they don’t need for reasons they don’t understand.
But…
We must focus on the real message behind Christmas. The best, and most bizarre, demonstration of the meaning of Christmas was in 1914. The First World War was in full swing – bullets, blood, men yelling in the trenches – the dark clouds of hell had descended on Europe.
Then, on Christmas Eve, one hundred thousand British soldiers dropped their weapons and decorated their trenches. The German soldiers followed suit, decorating Trees and singing Carols. On Christmas day, they all got out of their trenches, not a single shot was fired, and crossed over to the other side to exchange cigarettes, and messages of love and care. Some of them even played soccer together, buried comrades and exchanged souvenirs.
The fighting was supposed to continue on the 26th of December but the soldiers were so happy with one another that they postponed the war for another 2 days. After the 28th, life continued. Blood spilled!
How do we explain that? I don’t know, and perhaps we should not even try.
This is Christmas
Christmas is a day of giving, not just material, but also love and attention to others. It is a day, perhaps for big sister to tolerate little brother a bit more; for husband and wife to suspend their issues like the German and British Soldiers; and for families and old friends to enjoy one another’s company.
And so I wish you a Merry Coca-Cola Christmas!
Well, we will talk about the new year next week.
May your day be filled with joy, beauty and restoration.
Until next week
Vusi Sindane
Oh, one last thing: This is the 29th instalment of Self-Discovery Sundays. Can you believe it’s been 29 weeks?
Given that it is Christmas tomorrow, this makes it a great time to find your favourite instalment and share or discuss it with a friend or family member. I’d also love to know which instalment was your favourite.
Here’s a link to the archives:
https://vusisindane.com/newsletter
