In the early 1930s, Coca-Cola turned to Haddon H. Sundblom, an advertising artist with the D'Arcy Agency, to design a new Santa. Sundblom redrew Santa Claus as a plump, cheerful man with snow-white hair and dressed him in red and white—colors that had already become associated with Santa, but which happily matched Coca-Cola's signature colors. Sundblom even provided a Mrs. Claus, based on his own wife. Today, it is Sundblom's Santa who decorates everything from Coca-Cola cans to Christmas sweaters, from greeting cards to home décor, all because Coca-Cola wanted to increase its winter sales.
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