In 1931, Coca-Cola decided they wanted a more “wholesome” depiction of Santa, and contracted illustrator Haddon Sundblom to give him a makeover. Sundblom (1899-1976), who created expressive paintings of the magical Mr. Claus for the Coca-Cola Company over a period of 33 years. In 1931, Coca-Cola employed illustrator, Haddon Sundblom, to create a happier image of Santa Claus and he drew a new advertisement each year.

Clement Moore’s 1823 poem “A Visit from St. Nicholas” may have described the jolly old elf in detail, and Thomas Nast’s 1881 caricature of Saint Nick may have brought the image of Santa into focus, but not until the middle of the 20th century did one artist perfect the image of Santa and make it stick. Though he was not the first artist to create an image of Santa Claus for Coca-Cola advertising, Sundblom’s version became the standard for other Santa renditions and is the most-enduring.