The Wrigley Building, famous for its Christmas decorations, has a deeper connection to the holiday than most realize. The iconic image of Santa Claus, the jolly, chubby man in a red suit, is largely thanks to Coca-Cola’s Christmas advertising throughout the 20th century. But the origins of this image aren’t in Atlanta; they’re right here in Chicago, within the walls of the Wrigley Building.
Haddon Sundblom, a commercial artist whose studio was located on the eighth floor of the Wrigley Building, was responsible for drawing Coca-Cola’s Santa Claus from 1931 to 1964. While he wasn’t the first to depict Santa in a red suit and white beard, his portrayal is widely considered the most familiar version by many historians. The character’s evolution is long and complex, tracing back centuries to a monk named Nicholas in what is now Turkey. Through various cultural transformations and interpretations, Santa’s appearance varied greatly—from a Catholic bishop in red robes to a figure dressed in fur, or even a green coat with leopard spots.
In 1925, Coca-Cola began using images of Santa in its advertisements, collaborating with several artists before settling on Sundblom in 1931. His depiction of Santa as lovable, jolly, and realistic resonated so well with the public that Coca-Cola continued to employ him for 33 years. Chicago, being a major advertising center at the time, played a key role. Archie Lee, an executive at the St. Louis advertising firm D’Arcy, was overseeing Coca-Cola’s ads and sought a relatable, plump, and cheerful Santa. As Sundblom later recounted to the *Chicago Tribune*, a D’Arcy art director approached him with a rush job, and his quick sketches were immediately adopted by Coca-Cola.
Sundblom’s artwork, featuring Santa lifting a glass of Coke with the caption “My hat’s off to the pause that refreshes,” appeared in national magazines like the *Saturday Evening Post* and *Ladies Home Journal*, securing him a long-term contract that lasted until 1964. Thus, the Wrigley Building’s legacy extends beyond its architectural beauty to include its pivotal role in shaping the most recognizable image of Santa Claus in modern culture.