Santa in a Bottle

A little web browsing reveals that it is only an attractive urban legend that Coca-Cola invented the current Santa Claus, and that the red suit imagery already existed before their campaign.

It is important to remember that Santa didn't have to look the way he does now. The red suit, the white beard, the jolly smile and the big belly that we take for granted weren't so established before Coca-Cola Company used his image for advertisements in the 1930s. Gnome-sized Santa and green-suited Santa, as well as non-human forms were among possible variations of the entity that brings gifts.

I worry that Santa might find it hard to change shape from here on. When he appeared prominently in the posters, he might have given up the freedom, in exchange for fame, to morph along with people's imagination. No one owns Santa, but what if he had joined the ranks of commercially managed characters, just like Mickey Mouse and Godzilla?

We probably won't be able to find out if he is still capable of changing shapes for a while. I hope he hasn't lost the trick. It's essential for his longevity.