Chicago artist Haddon Sundblom is credited with creating the modern-day image of Santa Claus in a series of oil paintings commissioned by Coca-Cola beginning in 1931. Sundblom accepted an assignment from The Coca-Cola Company in 1931 to create an advertisement that ultimately would become much more than a famous advertising campaign.
Sundblom created over 40 paintings of Santa Claus for Coca-Cola. The figure he invented and refined through the years is that of a happy man with rosy cheeks, a white beard and a red suit with a wide black belt.
Sundblom's friend, Lou Prentice, was his model. Prentice embodied the characteristics and the spirit of Santa Claus. His face was perfect for the role of Santa: kindly, with a grandfatherly appearance and wrinkles that gave him a happy look every time he smiled. When he died Sundblom used himself as his model.
The Sundblom Santa advertisements initially appeared in the Saturday Evening Post, Ladies Home Journal and National Geographic.
Through these ads, people started get to know the true personality of Santa Claus. He is mischievous, ransacks the fridge, and eats cookies and, of course, also enjoys a cold bottle of Coca-Cola to refresh himself after a long night of hard work. In 1964, Sundblom painted the last portrait.
