"Coca-Cola is incredibly well known for its successful and impactful marketing over the years. That said, I think that one marketing choice you made a few decades ago was the smartest, most successful strategy of all - integrating Santa Claus. While there are varying opinions about whether or not Coca-Cola can be attributed with dressing Santa in the iconic red we know today, it is irrefutable that Coca-Cola played a pivotal role in shaping the image of Santa that we have now. Santa went from robed and a bit scraggly to suited and jolly. He became a brand ambassador and top salesman for the company, which drew in the Santa-loving masses. The decision to make Santa a salesman created a long-standing shift in brand visibility and awareness far beyond that initial campaign, and it created anticipation around Coca-Cola's future holiday advertising, even as the polar bear became more prevalent in your advertising."