Abstract:
The idea of Santa Claus and Christmas go hand in hand for most people, largely
because of the effective marketing of the Coca-Cola Company. Beginning in the 1930’s,
the Coca-Cola Company revolutionized the idea of Santa and has continued to influence
the magic of Christmas ever since. Nostalgia and brand storytelling explain Coca-Cola’s
tremendous success in marketing their brand and associating it with Christmas and Santa.
Results of a survey of 600 Tennessee residents highlight the success Coca-Cola has had
associating their brand with Santa and cementing in consumers’ minds the connection
between Coca-Cola and Christmas. A “Share a Letter with Santa” promotional campaign
is proposed as a means by which Coca-Cola can new technology and media to leverage
its positive brand equity with new uses of nostalgia to reinforce the associations between
Coca-Cola and Santa.
