Vigo County Historical Society
Historical Treasure Article

Historic Treasure of the Week - December 20, 1998
By Marylee Hagan
Vigo County Historical Society

Sundblom’s Santa glows with warmth

Santa Claus has been portrayed in many ways throughout the years. He has sometimes been large and sometimes small, usually round but sometimes not. His suit has been either fur or colored cloth of blue, red, green or even purple.

Finally, in 1931, a young commercial artist created for the Coca-Cola Co. the image of Santa Claus that would become possible the most famous likeness of the "Jolly Old Elf."

Haddon Sundblom, a prolific illustrator for many major companies in the 1920s through the 1960s, began doing commission work for the Coca-Cola Co. in 1924. He created the first "Santa" advertisement for Coke in 1931 and from then on created at least one painting of Santa Claus annually.

One advertisement on display at the Vigo County Historical Museum appeared in National Geographic magazine during the 1964 holiday season and was the last of the series created by Sundblom.

Also on display is the 1959 ad that appeared in the same magazine..

Sundblom Santas glow with warmth and friendliness. One can hardly resist the smiling face framed by a flowing white beard or the twinkle in his eye. It is easy to imagine him jumping to his sleigh and hearing his familiar--"Merry Christmas to all and to all a good night!"

The Historical Museum of the Wabash Valley, 1411 S. Sixth St., is open from 1 to 4 p.m. Tuesday through Sunday.