Coca-Cola a Powerful Corporation

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Recommended: Advertising in the 20th century

Coca Cola is a classical American brand. Founded in 1886 the brand is possibly one of the most recognized around the world (Gale Group, 2012). This is largely due to the work of owner Asa Candler, who ran The Coca Cola Company from 1891-1919 (Gale Group, 2012). Under Candler’s ownership the company grew exponentially (Gale Group, 2012). In 1911 the advertisement budget was increased to 1 million dollars, an unprecedented amount for the time period (Gale, Group, 2012). With its golden product The Coca Cola Company began the most extensive promotional campaign in history (Gale Group, 2012). In 1931, with the help of artist Haddon Sundblom, Coke developed a series of Christmas advertisements that unified the public’s view of Santa Claus (The Coca-Cola Company, 2012a). Throughout this essay I will demonstrate how this image represents the power a single corporation can hold over society.

Coca-Cola’s famous 1931 Santa was not the first Santa Claus advertisement the giant corporation had produced (Allen, 1994, p. 207). Years earlier, the company created a Christmas ad of a mortal man in a Santa costume enjoying the refreshing beverage in a department store (Allen, 1994, p. 207). Account executive for Coca-Cola, Archie Lee, “wanted to create a fantasy, a vivid portrait of the “real” Santa Claus enjoying Coca-Cola on the job” (Allen, 1994, p. 207). With this goal in mind Coca-Cola sought out advertising artist Haddon Sundblom and began one of the most memorable advertising campaigns in history (Vann & Zimmer, 2008, p. 11).

Haddon Sundblom was a skilled painter and part owner of an advertising agency in Chicago during the 1920’s (Berryman, 1995, p. 54). Sundblom quickly made a name for himself in the advertising industry by creat...

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.... Image gallery: Santa 1931. Retrieved March 19, 2012 from http://www.thecocacolacompany.com/dynamic/press_center /imagegallery.html?assetId=41565&assetTag=heritage

Edwards, O. (2011). Mischievous St. Nick. Smithsonian. 42(8), 34-36.

Gale Group. (2012). The Coca-Cola Company- international directory of company histories. Retrieved March 19, 2012 from the Business and Company Resource Center database.

Nevins, D. (2011). The history and mystery of 'The Night Before Christmas'. Read, 61(4), 20.

O’Barr, W, M. (n.d). Advertising and Christmas, Advertising & Society Review, 7(3)

Pendergrast, M. (1993). For God country and Coca-Cola. New York, NY: Macmillan Publishing company

Saint Nicholas. (2011). Columbia Electronic Encyclopedia, 6th Edition, 1

Vann, B., Zimmer, D. (2008). The art of Haddon H. Sundblom. Illustration (Kirkwood, mo.) 1(1), 4-25

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