When Christmas comes, there are images that we automatically associate with the season: Santa Claus dressed in red and white, polar bears in winter landscapes, and of course, a refreshing Coca-Cola. These icons are no coincidence, but the result of a masterful branding strategy that companies can take as inspiration for their own campaigns.

Today we will explore how Coca-Cola transformed Christmas symbols into cultural pillars and what you can learn to apply in your next marketing project.‍

Santa Claus: a redesign that made history

Before 1931, Santa Claus had been represented in various ways: as an elf, a bishop or even as an austere figure. Everything changed when Coca-Cola, in collaboration with illustrator Haddon Sundblom, transformed him into the character we all recognize today: a good-natured grandfather, dressed in red and white (colors associated with the brand), with a warm smile and a festive air.

This redesign not only cemented Coca-Cola as "the drink of Christmas," but also changed the cultural perception of Santa around the world.

What can you apply to your campaign?
Visual design has the power to change narratives. A campaign that redefines a symbol or creates a new one can position your brand in the minds of customers in an unforgettable way.

Polar bears: nostalgia and emotional connection

In 1993, polar bears debuted in the commercial "Northern Lights," a masterpiece of animation created by Rhythm & Hues Studios. These simple and lovable characters conveyed universal values such as family, togetherness and fun.

Every detail was meticulously planned, from his realistic movements to the minimalist music, creating an experience that resonated emotionally with the audience.

What can you apply to your campaign?
Build characters or visual elements that reflect the values of your brand. The emotional connection does not depend on the product itself, but on how you present it and link it to universal experiences.

Key lessons for your next campaign

1. Create a memorable narrative: Coca-Cola doesn't just sell beverages, it sells moments and emotions. Your campaign must be more than information; it must tell a story.
2. Opt for consistency: Colors, typography, messages... Everything must be aligned to build a solid and recognizable identity.
3. Use technology to your advantage: Coca-Cola innovated with animation in the 90s. Today you can integrate tools like motion graphics and augmented reality to stand out.
4. Invest in characters: Both Santa and polar bears are examples of emotional branding that connects. Create symbols that represent your brand and earn a place in your audience's memory.

How to apply with Findie

At Findie, we connect companies with creative freelancers who are experts at bringing ideas to reality. Here are some ways we can help you build iconic campaigns:

• Illustrators and animators: We design unique characters and visual elements that transmit the values of your brand.
• Visual storytelling: We create videos, graphics and animations that tell powerful stories and resonate with your audience.
• Customized branding strategies: We develop consistent identities aligned with your business objectives.

Just as Coca-Cola turned Christmas symbols into global icons, you too can design campaigns that make a difference. Branding is not just about design; it's about telling stories that connect, excite and transcend.