Coca-Cola Christmas ads combine commercialism with Christian symbolism. How does the drink build the myth of community?
We know Coca-Cola. It is an American company, famous for its flagship product, the fizzy drink of the same name. This beverage is one of the world’s most recognizable cultural symbols. Coca-Cola’s association with the festive season dates back to the 1930s. During this time, the figure of Father Christmas in the brand’s adverts took on its current image as a jolly, elderly gentleman in a red outfit. Coca-Cola’s Christmas adverts typically focus on messages of magic, happiness and togetherness, emphasising the emotional dimension of consuming the drink. We will conduct a semiotic analysis of the new Coca-Cola advertising spot.
Denotative analysis
At the denotative layer, the depicted scenes show a row of figures dressed as Father Christmas, waiting on an underground platform. In the second image we see a Coca-Cola vending machine, but with a distinctive ‘X’ on the logo, suggesting its temporary unavailability. In subsequent shots, one character, playing Father Christmas, hands a bottle of Coca-Cola to another person in disguise. The ad ends with the slogan ‘Comparte el espíritu de la Navidad’ (‘Share the spirit of Christmas’). This suggests that drinking Coca-Cola symbolizes sharing the magic of Christmas.
Connotative analysis. In search of meaning of Coca-Cola Christmas ads
At the connotative layer, there are strong references to the emotions associated with Christmas. The presence of multiple characters in Father Christmas costumes reinforces the impression of collectivity and equality. This emphasizes the idea of community and unity. The ‘X’ on the Coca-Cola logo on the vending machine presumably alerts the viewer that the ‘true’ spirit of Christmas lies not in the machines, but in direct human relationships. The scene in which Santa hands over a bottle of Coca-Cola to another Santa symbolises the act of sharing joy and traditions. Coca-Cola, in this connotation, is more than just a drink; it is a way of strengthening bonds between people.
Commutation test
The commutation test involves replacing selected elements of an image to see how its meaning changes. If ordinary passers-by had appeared instead of Father Christmas, the ad would have lost its symbolic depth. As a result, it probably would not have carried such a strong association with the festive atmosphere. If the beverage the character conveys were not Coca-Cola, the message about sharing the ‘spirit of Christmas’ would not have the same impact. Coca-Cola has an ingrained Christmas context in the minds of the audience. This association enhances the power of the message significantly. Replacing the caption ‘Comparte el espíritu de la Navidad’ with a neutral slogan like ‘Share the joy’ would dilute the festive communication closely associated with the Christmas season.
Coca-Cola Christmas ads. Myth analysis
In the spirit of Barthes’ analysis of myths, this advertisement uses Coca-Cola as a mythical sign that goes beyond its denotational meaning of a consumer product. Here, the brand transforms Coca-Cola into a symbol of universal Christmas values: togetherness, sharing, and magic. By visually alluding to the figure of Father Christmas, Coca-Cola becomes embedded in the Christmas ritual. The myth created here shifts from simply drinking a beverage to participating in something larger that unites people during the festive season.
In this ad, Santa is no longer portrayed as a spiritual saint. Instead, he is depicted as a festive figure representing the idea of commercial sharing and the ‘magic’ of Christmas, reflecting the secularization of this character.
Magic or Christmas?
The addition of the term ‘magic’ in this advertisement introduces an interesting tension between the secular symbolism and the religious meaning of Christmas. From the perspective of semiotic mythology, Christmas is a Christian holiday that commemorates the birth of Jesus Christ. It carries strong spiritual and religious connotations. ‘Magic’, on the other hand, refers to something non-rational, supernatural, often secular, carrying connotations associated with the fairy-tale rather than sacred aspect of Christmas.
The use of the word in Coca-Cola’s commercial is part of a secular version of the Christmas myth. In this context, Christmas is stripped of its religious dimension. Instead, it is reduced to universal values such as joy, togetherness, and sharing. In this sense, the brand emphasizes that ‘magic’ is a purely emotional, communal experience accessible to everyone, regardless of their religious beliefs. This approach attempts to universalize Christmas. It shifts the emphasis from the religious to the communal. We can perceive this change positively, as it promotes inclusivity. However, critics may view it as an effort to commercialize the sacred and transform Christmas into a consumerist spectacle.
St Nicholas of Myra or Santa Claus?
The Saint Nicholas referred to in the advertisement is a historical and religious figure with roots in Nicholas of Myra. He was a bishop who lived at the turn of the 3rd and 4th centuries in Lycia, which is modern-day Turkey. According to historical accounts, Nicholas became famous for his kindness, generosity, and assistance to the poor. We also recognize him for the miracles he performed through his intercession. One of the most famous stories describes how he helped three poor sisters by leaving gold for them to marry and avoid being sold into slavery. Nicholas’ actions became a symbol of Christian charity, and we see that the Church canonized him and declared him a saint.
Over time, the figure of Saint Nicholas has evolved, particularly in Western culture. The image we know today – a smiling older man in a red outfit – emerged in the 19th century. His iconic appearance was reinforced by Thomas Nast’s illustrations. Additionally, Coca-Cola’s advertising campaigns in the 1930s played a significant role in popularizing this image. Thus, Father Christmas underwent a transformation from a religious figure to a secular symbol embodying Christmas joy and generosity. In this ad, Santa is no longer portrayed as a spiritual saint. Instead, he is depicted as a festive figure representing the idea of commercial sharing and the ‘magic’ of Christmas, reflecting the secularization of this character.