Okay, to start this off, I need to be responsible. Are the kids out of the room?
Children are obviously not our target demographic for contractor marketing, so I think I’m safe, but I don’t want to be the one who accidentally pulls off Santa’s fake beard at the local shopping mall either. If we’re all clear, I’ll drop the bomb.
Santa’s not real. And if that’s not a shock to you, then this one might be. The whole Santa schtick – reindeer, jolly old man and his bowl full of jelly – was all created as a marketing ploy to sell soft drinks. Bet you didn’t see that one coming.
The story of how Coca-Cola transformed the image of Santa Claus and reshaped Christmas traditions is more than a history lesson or marketing study; it’s a powerful example of how marketing can redefine perceptions, habits, and entire seasons. And sometimes it can literally change our culture.
In the 1930s, Coca-Cola had a problem. Sales of their product were strong in the heat of the Summer and decent during Fall and Spring, but for some reason Coke had become known as a “hot weather drink.” Their slogan, “Delicious and Refreshing!” is one of the most successful marketing lines in history, but apparently the public associated “refreshment” mostly with a cool drink on a hot summer’s day and didn’t pick one up after the weather turned cold. So, the Coke execs came up with a plan that not only fixed their problem, but reshaped a holiday. They stole Santa Claus and made him their personal spokesperson.
Maybe “stole” is too strong a word, but prior to the 1930s, American culture didn’t have much knowledge of Santa or large Christmas celebrations at all. Christians had always celebrated Christmas as the birth of Jesus, but this didn’t resemble anything close to what Christmas has become today. Easter was the main religious holiday, Christmas was small and lowkey, and for the non-religious population there basically was no Christmas holiday at all.
Coca-Cola took several versions of folklore “Santas” from different cultures like Sinterklaas from the Dutch and Kris Kringle (who was rumored to be a thief who could dislocate his shoulders to fit down chimneys) to come up with the character that we all know and love today. They then commissioned artist Haddon Sundblom to paint some of the most iconic paintings in American history – this new Santa Claus: dressed in Coca-Cola’s signature red and white, with, of course, a bottle of ice-cold Coke in his hand every time you saw him.
They advertised this everywhere and people’s minds went wild filling in the rest of the story with elves, reindeer, and his bag full of presents. The impact? A simple soft drink campaign became synonymous with an entire season where their sales were non-existent before. They invented one of the world’s most recognizable celebrities and had exclusive rights to him as their top salesman. They sold TONS of Coke, but by introducing a new version of Christmas and the story of modern-day Santa, it literally changed all our lives.
As marketers, the lesson should be clear: your advertisements are less about WANT and NEED and much more about connecting with your prospects emotionally. You might sell a few things here and there with a water heater and a sale price in a hokey starburst, but people want to be a part of something bigger than just transactions. They want a story to be swept up in; they want to drink the drink Santa drinks.
Sell the STORY!
So, what does that mean for you? The modern homeowner has more choices in contractors than ever before, making it critical for you to stand out. To do so, your business needs a story that connects emotionally with people. Like Coca-Cola’s use of Santa, your story should center on how your services bring joy, improve lives, and solve problems. Are you restoring homes damaged by weather, creating spaces where families can make comfortable memories, or bringing dream bathrooms to life? There’s your selling point. Now you just need to help your prospects envision it being THEM in the picture.
One way to do this is through testimonials. Testimonials are GOLD to contractors, and the more you can let your customers speak FOR you, the better. When prospects hear how your work rescued holiday plans for their neighbor or turned their kitchen into the place where all the family gatherings will be hosted from now on, these narratives are your "Santa Claus"—the emotional leverage that makes them say, “I want that too.”
Coke was Consistent…
Now, here’s something many contractors miss. Coca-Cola’s success wasn’t just about the story; it was also about consistency in branding. This was not a one-hit wonder. Coke was strategic in matching the red and white can to Santa’s costume, and they started in October each year following until Coke was cemented in people’s minds as synonymous with Christmas.
Many contractors market hard a couple of times a year then take whole seasons off, and it’s just not enough to stay in the memories of a very distracted public. Coke already owned the other seasons, and they TOOK the Winter. People will forget you if you let them, so find a story that works and stay in front of them with it.
What are you giving your homeowners for Christmas?
At the end of the day, effective marketing should feel less like a pitch and more like a gift—something that adds value to the customer’s life. Coca-Cola didn’t just sell soda; they sold a vision of family, joy, and togetherness. They sold the wonderful Christmas season, which sells better than any product, but they hitched their brand to it.
Remember, you don’t sell boring equipment and someone to simply turn a wrench. No, you sell peace of mind, dream showers with endless hot water, and money that can be spent on luxury vacations because you lowered their bills. Frame it right. Paint the picture of what could be.
As the holiday season approaches, think beyond the basics of advertising. Embrace storytelling, leverage the power of visuals, and make emotional connections with your audience. Marketing isn’t just about selling a product or service; it’s about changing how people think, feel, and act.
If you’d like some help creating a story for your brand, Hudson Ink is here to help.