Santa Claus was born in 1931. We mean the modern look of a kind grandfather in a bright red outfit. This world look is the fruit of a great PR campaign. The author, Haddon Sunblom, came up with the signature Christmas style for the Coca-Cola Company. The legendary drink previously positioned itself as a cooling fizzy water. This led to the fact that sales fell in winter.
The ingenious move was to firmly link the image of Coca-Cola with the Christmas magic holidays. For almost 100 years, the PR campaign has borne fruit. Most importantly, it is a prime example of how marketing can influence culture. Millions of families buy the sweet drink and watch an ad on Christmas Eve with bated breath.
In the second half of the 20th century, Coca-Cola changed its signature embossed bottle to a sleek plastic one. This was due to the trend associated with increased consumer interest in large volumes. In 1994, the level of technology in the production of plastic packaging allowed marketers to return to the embossed bottle, but in a plastic version. Why was the embossed bottle so important? The company's analysts argued that the embossed bottle would help establish an emotional connection with customers.
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The advertising campaign took place in 54 countries, where artists created embossed bottles based on local culture. A diverse audience was included in the process. Thus, the marketing company managed to create a unique image that is still alive, to create a sense of the owner of the embossed bottle among consumers.