Business
Simply red
Contrary to the received wisdom of the smart alec, Father Christmas does not owe his look to the Coca-Cola company. The oft-repeated myth has it that the enterprising ad-men of the 1930s branded the big man in colours sympathetic to the soft-drink giant, and he’s stayed that way ever since. In fact, Father Christmas enjoyed wearing red clothes long before Coca-Cola got its hands on him but the strength of the story speaks to the success with which Coke seized on the festive season as an advertising opportunity. Today, author and former brand consultant John Grant says it’s retailers who’re hoping to take similar advantage of the seasonal springboard. His advice to those looking to stand out from the competition is to remember it’s supposed to be fun: “I think some people forget; the ones who remember do best.”